Adidas Lowers Profit Forecasts for 2026 and Appoints New Board Chairman

The stock market session on March 4, 2026, was marked by high volatility in the consumer goods and industrial sectors. The main negative protagonist of the day turned out to be Adidas, whose shares plummeted after the publication of financial forecasts for the current year. Although the sportswear manufacturer boasted a 13% sales increase last year, the announcement of lower-than-expected operating profit triggered a sell-off of its shares. The company's management points to global challenges, including potential tariffs in the United States, the crisis in the Middle East, and unfavorable currency fluctuations as the main risk factors. In response to market uncertainty, the annual general meeting of shareholders is preparing for personnel changes. Nassef Sawiris, the richest man in Egypt, is set to become the new chairman of the supervisory board, which is interpreted as a signal of strengthening the company's investor orientation. Additionally, Björn Gulden, who has been successfully steering the brand out of crisis for two years after the termination of its collaboration with Kanye West, has received a mandate to lead the company until 2030. Mathias Döpfner, CEO of the media conglomerate Axel Springer, is also set to join the supervisory board. The German sports and automotive industry has for decades been the backbone of the country's export strength, but the current global slowdown is forcing these giants into the deepest restructuring since the 2008 financial crisis.Parallel to the reports from Herzogenaurach, other industrial entities presented their data. Tire manufacturer Continental recorded a loss of 165 million euros, caused by restructuring costs, although it forecasts a stabilization of results later in the year. Meanwhile, Traton, Volkswagen's truck manufacturing subsidiary, is grappling with a 7% drop in revenue due to disruptions in international trade. Against this backdrop, the Swiss central bank (SNB) stands out positively, confirming its readiness to intervene in the currency market to stabilize the franc. „Ich fühle mich mit 60 fitter als mit 50.” (I feel fitter at 60 than I did at 50.) — Björn Gulden