{"id":152687,"date":"2026-07-30T15:46:06","date_gmt":"2026-07-30T13:46:06","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=152687"},"modified":"2026-07-30T15:46:07","modified_gmt":"2026-07-30T13:46:07","slug":"la-victoire-dadidas-a-la-coupe-du-monde-a-un-prix","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/la-victoire-dadidas-a-la-coupe-du-monde-a-un-prix\/","title":{"rendered":"La victoire d&rsquo;Adidas \u00e0 la Coupe du monde a un prix"},"content":{"rendered":"\n<p>La Coupe du monde de football a permis \u00e0 <strong>Adidas<\/strong> d&rsquo;enregistrer une croissance plus que soutenue au cours du deuxi\u00e8me trimestre. Des critiques se font toutefois entendre : les investissements (trop ?) \u00e9lev\u00e9s en marketing p\u00e8sent sur la rentabilit\u00e9 du groupe d&rsquo;articles de sport.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Le revers de la m\u00e9daille<\/h2>\n\n\n\n<p>Adidas affiche une hausse de son chiffre d&rsquo;affaires de 13 %, \u00e0 6,7 milliards d&rsquo;euros, pour le dernier trimestre. Ce n&rsquo;est pas vraiment une surprise : l&rsquo;entreprise avait d\u00e9j\u00e0 annonc\u00e9 avoir <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/mode\/et-le-veritable-vainqueur-de-la-coupe-du-monde-de-football-est-adidas\/\">vendu quatre fois plus de maillots de football<\/a> pendant la Coupe du monde que lors du tournoi pr\u00e9c\u00e9dent, tandis que les ventes de ballons de football avaient \u00e9galement doubl\u00e9. Le d\u00e9taillant de sport a estim\u00e9 le chiffre d\u2019affaires li\u00e9 \u00e0 la Coupe du monde \u00e0 environ 1,5 milliard d\u2019euros.<\/p>\n\n\n\n<p>La croissance a surtout concern\u00e9 les ventes directes dans ses propres magasins et sur ses canaux en ligne, un peu moins dans les activit\u00e9s de vente en gros. Ces bons r\u00e9sultats incitent Adidas \u00e0 revoir ses pr\u00e9visions annuelles : l\u2019entreprise table d\u00e9sormais sur une croissance de son chiffre d\u2019affaires de 9 \u00e0 10 % pour l\u2019ensemble de l\u2019ann\u00e9e. Il y a toutefois un revers \u00e0 la m\u00e9daille. Le r\u00e9sultat d\u2019exploitation (EBIT) de 574 millions d\u2019euros s\u2019est r\u00e9v\u00e9l\u00e9 inf\u00e9rieur aux attentes des analystes et des investisseurs. Ce r\u00e9sultat subit l\u2019impact de la hausse des co\u00fbts de marketing \u00e0 l\u2019approche de la Coupe du monde, ainsi que de charges fiscales et d\u2019int\u00e9r\u00eats plus \u00e9lev\u00e9es.<\/p>\n\n\n\n<p>Outre ses r\u00e9sultats financiers, Adidas a \u00e9galement annonc\u00e9 la nomination d\u2019une nouvelle directrice financi\u00e8re. Birgit Kretschmer, qui a travaill\u00e9 pendant 25 ans au sein de l\u2019entreprise mais occupait ces six derni\u00e8res ann\u00e9es un poste chez <strong>C&amp;A<\/strong>, succ\u00e8de \u00e0 Harm Ohlmeyer, qui quittera l\u2019entreprise apr\u00e8s une carri\u00e8re de plus de trente ans chez Adidas.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La Coupe du monde de football a permis \u00e0 Adidas d&rsquo;enregistrer une croissance plus que soutenue au cours du deuxi\u00e8me trimestre. Des critiques se font toutefois entendre : les investissements (trop ?) \u00e9lev\u00e9s en marketing p\u00e8sent sur la rentabilit\u00e9 du groupe d&rsquo;articles de sport.<\/p>\n","protected":false},"author":3,"featured_media":152688,"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-152687","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>La victoire d&#039;Adidas \u00e0 la Coupe du monde a un prix - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"La Coupe du monde de football a permis \u00e0 Adidas d&#039;enregistrer une croissance plus que soutenue au cours du deuxi\u00e8me trimestre. Des critiques se font toutefois entendre : les investissements (trop ?) \u00e9lev\u00e9s en marketing p\u00e8sent sur la rentabilit\u00e9 du groupe d&#039;articles de sport.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/fr\/news\/mode\/la-victoire-dadidas-a-la-coupe-du-monde-a-un-prix\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La victoire d&#039;Adidas \u00e0 la Coupe du monde a un prix - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"La Coupe du monde de football a permis \u00e0 Adidas d&#039;enregistrer une croissance plus que soutenue au cours du deuxi\u00e8me trimestre. Des critiques se font toutefois entendre : les investissements (trop ?) \u00e9lev\u00e9s en marketing p\u00e8sent sur la rentabilit\u00e9 du groupe d&#039;articles de sport.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.retaildetail.be\/fr\/news\/mode\/la-victoire-dadidas-a-la-coupe-du-monde-a-un-prix\/\" \/>\n<meta property=\"og:site_name\" content=\"RetailDetail BE\" \/>\n<meta property=\"article:published_time\" content=\"2026-07-30T13:46:06+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-07-30T13:46:07+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/07\/shutterstock_2009984720.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"667\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Stefan Van Rompaey\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Stefan Van Rompaey\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/mode\\\/la-victoire-dadidas-a-la-coupe-du-monde-a-un-prix\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/mode\\\/la-victoire-dadidas-a-la-coupe-du-monde-a-un-prix\\\/\"},\"author\":{\"name\":\"Stefan Van Rompaey\",\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/nl\\\/#\\\/schema\\\/person\\\/51aec6069c4416aa2f68b2e4ff3455df\"},\"headline\":\"La victoire d&rsquo;Adidas \u00e0 la Coupe du monde a un prix\",\"datePublished\":\"2026-07-30T13:46:06+00:00\",\"dateModified\":\"2026-07-30T13:46:07+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/mode\\\/la-victoire-dadidas-a-la-coupe-du-monde-a-un-prix\\\/\"},\"wordCount\":336,\"publisher\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/nl\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/mode\\\/la-victoire-dadidas-a-la-coupe-du-monde-a-un-prix\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.retaildetail.be\\\/wp-content\\\/uploads\\\/2026\\\/07\\\/shutterstock_2009984720.jpg\",\"articleSection\":[\"Mode\",\"Mode\"],\"inLanguage\":\"fr-FR\",\"copyrightYear\":\"2026\",\"copyrightHolder\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/#organization\"}},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/mode\\\/la-victoire-dadidas-a-la-coupe-du-monde-a-un-prix\\\/\",\"url\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/mode\\\/la-victoire-dadidas-a-la-coupe-du-monde-a-un-prix\\\/\",\"name\":\"La victoire d'Adidas \u00e0 la Coupe du monde a un prix - RetailDetail BE\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/nl\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/mode\\\/la-victoire-dadidas-a-la-coupe-du-monde-a-un-prix\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/mode\\\/la-victoire-dadidas-a-la-coupe-du-monde-a-un-prix\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.retaildetail.be\\\/wp-content\\\/uploads\\\/2026\\\/07\\\/shutterstock_2009984720.jpg\",\"datePublished\":\"2026-07-30T13:46:06+00:00\",\"dateModified\":\"2026-07-30T13:46:07+00:00\",\"description\":\"La Coupe du monde de football a permis \u00e0 Adidas d'enregistrer une croissance plus que soutenue au cours du deuxi\u00e8me trimestre. 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