{"id":146927,"date":"2026-04-29T11:37:27","date_gmt":"2026-04-29T09:37:27","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=146927"},"modified":"2026-04-29T11:37:28","modified_gmt":"2026-04-29T09:37:28","slug":"adidas-connait-une-forte-croissance-a-lapproche-de-la-coupe-du-monde-de-football","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/adidas-connait-une-forte-croissance-a-lapproche-de-la-coupe-du-monde-de-football\/","title":{"rendered":"Adidas conna\u00eet une forte croissance \u00e0 l&rsquo;approche de la Coupe du monde de football"},"content":{"rendered":"\n<p>Gr\u00e2ce notamment \u00e0 la forte demande d&rsquo;\u00e9quipements de football et de chaussures de course, <strong>Adidas<\/strong> affiche une solide croissance de son chiffre d&rsquo;affaires et de ses b\u00e9n\u00e9fices au premier trimestre, et ce sur un march\u00e9 tr\u00e8s volatil soumis \u00e0 une forte pression promotionnelle.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00c9viter les soldes<\/h2>\n\n\n\n<p>Le chiffre d&rsquo;affaires d&rsquo;Adidas a augment\u00e9 de 14 % \u00e0 taux de change constant pour atteindre 6,6 milliards d&rsquo;euros au cours du dernier trimestre. Une performance solide, compte tenu de la baisse des ventes dans plusieurs pays du Moyen-Orient, due \u00e0 la guerre en Iran. Le b\u00e9n\u00e9fice d&rsquo;exploitation a augment\u00e9 de 16 % pour atteindre 705 millions d&rsquo;euros.<\/p>\n\n\n\n<p>Le CEO Bjorn Gulden d\u00e9crit l&rsquo;environnement de la vente au d\u00e9tail comme \u00ab tr\u00e8s volatil et marqu\u00e9 par de fortes baisses de prix \u00bb, en particulier dans le secteur des baskets. Pr\u00e8s des deux tiers du chiffre d&rsquo;affaires d&rsquo;Adidas proviennent de tiers, mais le CEO souligne une croissance de 25 % des ventes sur le site web de la marque et une croissance de 19 % dans ses propres magasins, contre une croissance de 8 % dans le commerce de gros. La marque de baskets souligne que la \u00ab discipline \u00bb consistant \u00e0 ne pas vendre trop aux d\u00e9taillants est cruciale pour \u00e9viter de devoir brader les produits.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Football et course \u00e0 pied<\/h2>\n\n\n\n<p>Adidas profite d\u00e9j\u00e0 de la demande croissante d&rsquo;\u00e9quipements de football \u00e0 l&rsquo;approche de la Coupe du monde de la FIFA 2026, qui d\u00e9butera en juin. La marque constate \u00e9galement une hausse de plus de 10 % des ventes de chaussures de course. Le week-end dernier, l&rsquo;athl\u00e8te kenyan Sabastian Sawe a battu le record du monde du marathon \u00e0 Londres avec les derni\u00e8res chaussures de course ultra-l\u00e9g\u00e8res de la marque.<\/p>\n\n\n\n<p>La soci\u00e9t\u00e9 maintient ses pr\u00e9visions pour 2026, avec une croissance du chiffre d&rsquo;affaires attendue dans la fourchette haute \u00e0 un chiffre et un b\u00e9n\u00e9fice d&rsquo;exploitation de 2,3 milliards d&rsquo;euros.<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Gr\u00e2ce notamment aux ventes soutenues d&rsquo;\u00e9quipements de football et de chaussures de course, Adidas affiche une forte croissance de son chiffre d&rsquo;affaires et de ses b\u00e9n\u00e9fices au premier trimestre, et ce sur un march\u00e9 tr\u00e8s volatil soumis \u00e0 une forte pression promotionnelle. <\/p>\n","protected":false},"author":3,"featured_media":146928,"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":[14,22],"tags":[],"people":[],"extra":[43],"company":[351],"topic":[266],"region":[],"class_list":{"0":"post-146927","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-mode","9":"extra-plus","10":"company-adidas","11":"topic-resultats-financiers"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Adidas conna\u00eet une forte croissance \u00e0 l&#039;approche de la Coupe du monde de football - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Gr\u00e2ce notamment \u00e0 la forte demande d&#039;\u00e9quipements 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