{"id":114586,"date":"2025-03-05T12:54:35","date_gmt":"2025-03-05T11:54:35","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=114586"},"modified":"2025-03-05T12:54:37","modified_gmt":"2025-03-05T11:54:37","slug":"adidas-remonte-la-pente-le-chapitre-yeezy-est-enfin-clos","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/adidas-remonte-la-pente-le-chapitre-yeezy-est-enfin-clos\/","title":{"rendered":"Adidas remonte la pente : le chapitre Yeezy est enfin clos"},"content":{"rendered":"\n<p>Apr\u00e8s une p\u00e9riode difficile, <strong>Adidas <\/strong>a fait un retour en force en 2024. La marque allemande de sport est sortie du rouge, notamment gr\u00e2ce \u00e0 la popularit\u00e9 des chaussures r\u00e9tro et \u00e0 la vente de la collection Yeezy restante.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Retour \u00e0 la rentabilit\u00e9<\/h2>\n\n\n\n<p>En 2023, Adidas \u00e9tait encore d\u00e9ficitaire, mais le vent a tourn\u00e9. Le chiffre d&rsquo;affaires a atteint pr\u00e8s de 23,7 milliards d&rsquo;euros, soit une augmentation de 12 % apr\u00e8s ajustement des effets de change. Sur son march\u00e9 principal, l&rsquo;Europe, le chiffre d&rsquo;affaires ajust\u00e9 a m\u00eame progress\u00e9 de 19 % pour atteindre 7,55 milliards d&rsquo;euros.<\/p>\n\n\n\n<p>Gr\u00e2ce \u00e0 la baisse des co\u00fbts de transport et des co\u00fbts des produits, et parce que la marque a d\u00fb accorder moins de remises, les b\u00e9n\u00e9fices ont \u00e9galement augment\u00e9 de mani\u00e8re significative. La marge brute est pass\u00e9e de 47,5 \u00e0 50,8 %. Un b\u00e9n\u00e9fice net de 764 millions d&rsquo;euros est rest\u00e9 en dessous de la ligne, alors qu&rsquo;Adidas devait admettre une perte de 75 millions d&rsquo;euros en 2023.<\/p>\n\n\n\n<p>\u00ab Bien mieux que ce que nous attendions, et nous en sommes bien s\u00fbr tr\u00e8s heureux \u00bb, explique le PDG Bj\u00f8rn Gulden. Le dernier stock de baskets Yeezy, qui a encore rapport\u00e9 650 millions d&rsquo;euros l&rsquo;ann\u00e9e derni\u00e8re et contribu\u00e9 \u00e0 hauteur de 200 millions d&rsquo;euros au b\u00e9n\u00e9fice d&rsquo;exploitation, a apport\u00e9 une touche d\u00e9cisive. Adidas a ainsi d\u00e9finitivement clos le chapitre de sa collaboration avec Kanye (Ye) West.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Nouvelle expansion num\u00e9rique<\/h2>\n\n\n\n<p>Adidas continue de s&rsquo;engager dans de nouvelles collaborations et strat\u00e9gies num\u00e9riques. Une initiative notable est sa collaboration avec Fortnite, dans le cadre de laquelle le g\u00e9ant allemand a lanc\u00e9 des baskets qui peuvent \u00eatre port\u00e9es \u00e0 la fois dans le jeu et dans le monde physique. Ce type de collaboration doit am\u00e9liorer l&rsquo;exp\u00e9rience de la marque et attirer un public plus jeune.<\/p>\n\n\n\n<p>En outre, Adidas a b\u00e9n\u00e9fici\u00e9 d&rsquo;une r\u00e9surgence du march\u00e9 chinois (+10,3 %) et d&rsquo;une forte croissance en Am\u00e9rique du Nord. Les ventes des mod\u00e8les r\u00e9tro populaires Samba et Gazelle, ainsi que les chaussures de performance, ont contribu\u00e9 \u00e0 l&rsquo;augmentation des ventes.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Apr\u00e8s une p\u00e9riode difficile, Adidas a fait un retour en force en 2024. La marque allemande de sport est sortie du rouge, notamment gr\u00e2ce \u00e0 la popularit\u00e9 des chaussures r\u00e9tro et \u00e0 la vente de la collection Yeezy restante.<\/p>\n","protected":false},"author":5,"featured_media":102146,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[22],"tags":[],"people":[],"extra":[],"company":[351],"topic":[266],"region":[470],"class_list":["post-114586","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode","company-adidas","topic-resultats-financiers","region-allemagne"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Adidas remonte la pente : le chapitre Yeezy est enfin clos - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Apr\u00e8s une p\u00e9riode difficile, Adidas a fait un retour en force en 2024. 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