In 2018, sportswear brand adidas delivered another year of significant top-line growth with currency-neutral revenues increasing by 8%. From a channel perspective, the company’s top line increase was largely driven by double-digit improvements in direct-to-consumer revenues largely driven by e-commerce, where revenues grew 36%.
According to Kasper Rorsted, CEO of adidas, the brand has seen “record sales, the highest margin in our history, strong net income improvements – 2018 was another successful year for our company.”
“We have made great strides towards and are confirming our 2020 financial ambition. Our strategic growth drivers – adidas North America, China and e-commerce – once again delivered double-digit growth. In 2019, we will continue to drive the execution of ‘Creating the New’ to deliver another year of quality top-line growth and overproportionate bottom-line improvements,” he adds.
Looking ahead, in 2019, adidas projects sales to increase at a rate of between 5% and 8% on a currency-neutral basis. adidas anticipates growth of between 3% and 4% in the first half of 2019, followed by a sequential acceleration during the second half of the year.