adidas is the European leader in sports equipment
Share capital (09/30/2020) 6.8 %
Voting rights (09/30/2020) 6.8 %
Stake value (09/30/2020) € 3,787 M
Dividend (12/31/2019) € 42.8 M
Investment year
Business area
Sporting goods
€ 23,640 M
Registered office
Herzogenaurach, Germany
adidas is a global leader specialised in the design, development, production and distribution of sporting goods (footwear, clothing and equipment). The group’s business is built around two main brands: adidas and Reebok. Distribution is done through its own stores retail network, eCommerce and independent distributors.
Portfolio value 09/30/2020
20.1 %
Net dividend 12/31/2019
8.8 %

Excluding the reimbursements by the French tax authorities of withholding taxes which had been applied to Total and ENGIE dividends

Investment case

The sporting goods industry is expected to grow at 4-6% p.a. over the next few years, driven by secular trends:

  • Athleisure: a global fashion trend towards more casual dress
  • Health & Wellness: increasing focus on improving health and qualityof life
  • Boom in sport and sportswear adoption in China

adidas is a strong brand in the design and distribution of sporting goods, (i) #1 in Europe and #2 worldwide and (ii) supported by strong innovation capability throughout multiple sponsorship agreements.

There is potential for growth in sales, mainly supported by (i) the US market, where further market share gains are possible, (ii) the Chinese market, which has experienced strong momentum over the last few years, (iii) digital / omni-channel approach: accelerated digital roadmap, to remain well positioned vis-à-vis the ongoing retail transformation and (iv) speed initiatives: clear objectives to reduce the time-to-market of products.

Potential for EBIT margin improvement is driven by (i) the ongoing restructuring of the Reebok brand, (ii) cost efficiency / overhead optimization mainly through economies
of scale and (iii) increased profitability in the USA. Solid balance sheet with strong cash conversion allows for attractive shareholders’remuneration.

  • Supervisory Board 1/16*
  • General Committee 1/4*