adidas brand sales target increased by 5%

22 Sep '12

5 min read

At an investor event at the TaylorMade-adidas Golf Headquarters in Carlsbad, California, Herbert Hainer, adidas Group CEO, confirmed and reinforced the adidas Group’s long-term financial targets as outlined in its strategic business plan “Route 2015”. Until 2015, the adidas Group wants to achieve global sales of € 17 billion and a sustainable operating margin of 11%.

“We have made great progress since we introduced our Route 2015 ambitions in November 2010. Everything I have seen over the past 20 months has only reinforced my confidence that Route 2015 will be an overwhelming success. While the first two years of our execution were marked by exceptional sales momentum we will now focus and deliver even stronger on improving the profitability of our Group,” commented Herbert Hainer.

The adidas brand will continue to be the engine of the adidas Group with projected 2015 sales of € 12.8 billion. This marks a 5% increase from the original target of € 12.2 billion announced in November 2010.

The adidas Sport Performance sales target is now € 8.9 billion (up from € 8.5 billion) as record-breaking football sales, tremendous momentum in basketball and an unprecedented product pipeline in running provide a strong backbone for future growth. adidas Sport Style is expected to grow to € 3.9 billion (up from € 3.7 billion) due to the unmatched global resonance of Originals with the lifestyle consumer and solid momentum in the adidas NEO label.

Based on the outstanding performance of TaylorMade-adidas Golf, Other Businesses (TaylorMade-adidas Golf, Rockport, Reebok-CCM Hockey) will achieve their Route 2015 goals already in 2012 and are therefore now expected to contribute € 2.2 billion (up from € 1.8 billion) in sales by 2015. Mark King, President of TaylorMade-adidas Golf: “The development of our golf business is phenomenal. We are already by far the biggest golf company in the world and continue to go from strength to strength with a lot of innovative products and concepts still to come.”

At the Reebok brand, the adidas Group will continue to position Reebok as the fitness brand that caters to all major fitness categories, whether it is group activities such as CrossFit, fitness running, gym, yoga or dance.

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