Just two years ago, the conversation around Adidas was dominated by uncertainty. Navigating the tumultuous post-Yeezy landscape, the German sportswear icon was on the ropes. Today, in late 2025, the narrative has completely flipped. Adidas is not just surviving; it’s thriving, staging one of the most remarkable corporate turnarounds in recent memory.
The proof is in the numbers. The company’s 2024 financial results, released in March 2025, were nothing short of spectacular. Adidas reported a 12% currency-neutral growth in revenue, a figure that blew past skeptical market expectations. This momentum has only accelerated, with the company confidently projecting an operating profit between €1.7 and €1.8 billion for 2025.
So, what’s behind this dramatic resurgence? It’s a story of subtraction, addition, and strategic genius.
The subtraction was, of course, the painful but necessary decoupling from the Yeezy brand. This move, while financially perilous at the time, forced Adidas to re-evaluate its entire portfolio and, crucially, to stand on its own two feet. The “addition” has been the masterful leadership of CEO Bjørn Gulden, who has brought a palpable new energy and product-first focus to the brand.
The strategy itself has been a masterclass in leveraging heritage while innovating for the mainstream. The engine of this growth? Footwear, which surged an incredible 17% in 2024. This wasn’t driven by a single “it” shoe but by a brilliant “portfolio” approach.
On one hand, Adidas has doubled down on its Originals category, turning its classic silhouettes like the Samba, Gazelle, and Spezial into a global uniform for the fashion-conscious. By skillfully managing scarcity and colorways, it has made these decades-old designs the hottest products on the market.
On the other hand, it has broadened its “terrace” and lifestyle offerings into more accessible price points, ensuring that the brand’s heat isn’t just an exclusive, high-fashion phenomenon. This is complemented by a savvy dip into the archives, particularly in its Football division. The re-release of retro-inspired jerseys and gear has perfectly captured the “Blokecore” trend, turning soccer culture into a mainstream style driver.
This success in lifestyle hasn’t come at the expense of performance. Adidas continues to push boundaries in running with its Adizero line and has maintained its dominance in global football. The company’s apparel division, up 6% in 2024, is also finding its footing by creating a clearer distinction between its performance gear and its Sportswear (lifestyle) collections.
In essence, Adidas has successfully navigated its perfect storm. It has shed a controversial partnership, refocused on its unparalleled design archive, and broadened its appeal to a new generation of consumers who crave authenticity. The Three Stripes aren’t just back; they’re running laps around the competition.
