{"id":158091,"date":"2026-10-29T09:37:12","date_gmt":"2026-10-29T08:37:12","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=158091"},"modified":"2026-10-29T09:37:14","modified_gmt":"2026-10-29T08:37:14","slug":"adidas-bat-tous-les-records-mais-leurope-reste-a-la-traine","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/adidas-bat-tous-les-records-mais-leurope-reste-a-la-traine\/","title":{"rendered":"Adidas bat tous les records, mais l&rsquo;Europe reste \u00e0 la tra\u00eene"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Adidas <\/strong>encha\u00eene les records. Le g\u00e9ant allemand du sport voit son b\u00e9n\u00e9fice trimestriel s\u2019envoler de 37 % et revoit nettement \u00e0 la hausse ses pr\u00e9visions annuelles. Ce sont surtout les v\u00eatements et les canaux de vente propres \u00e0 l\u2019entreprise qui tournent \u00e0 plein r\u00e9gime. Seule note discordante : l\u2019Europe, o\u00f9 le chiffre d\u2019affaires recule.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">L&rsquo;habillement tire la marche en avant<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Le fabricant d&rsquo;articles de sport a enregistr\u00e9 au troisi\u00e8me trimestre un chiffre d&rsquo;affaires record de 7,3 milliards d&rsquo;euros, soit une hausse de 9 %. Le b\u00e9n\u00e9fice d&rsquo;exploitation a m\u00eame bondi de 37 % pour atteindre plus d&rsquo;un milliard d&rsquo;euros. La marge b\u00e9n\u00e9ficiaire s&rsquo;est renforc\u00e9e \u00e0 13,9 %, tandis que le b\u00e9n\u00e9fice net a progress\u00e9 de 48 % pour s&rsquo;\u00e9tablir \u00e0 711 millions d&rsquo;euros.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Fait remarquable, la plus forte croissance ne provient pas des baskets, mais des v\u00eatements. Les ventes de v\u00eatements de sport et de loisirs ont augment\u00e9 de 19 %, tandis que le chiffre d\u2019affaires des chaussures stagnait. Adidas refuse de se laisser entra\u00eener dans la guerre des rabais sur le march\u00e9 des baskets et contr\u00f4le d\u00e9lib\u00e9r\u00e9ment les livraisons \u00e0 ses clients grossistes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cette strat\u00e9gie porte ses fruits : les canaux de vente directs de la marque progressent nettement plus vite que le commerce de gros : le chiffre d\u2019affaires en ligne a augment\u00e9 de 18 %, tandis que les magasins en propre ont enregistr\u00e9 une croissance de 16 %. Au total, les ventes directes aux consommateurs ont progress\u00e9 de 17 %.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">L\u2019Europe est le sujet de pr\u00e9occupation<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">En Chine (+13 %), en Am\u00e9rique du Nord (+12 %), en Am\u00e9rique latine (+16 %) ainsi qu\u2019au Japon et en Cor\u00e9e du Sud (+19 %), le chiffre d\u2019affaires affiche une croissance \u00e0 deux chiffres. Mais sur son march\u00e9 domestique europ\u00e9en, les ventes reculent de 4 %. Adidas met en avant sa strat\u00e9gie prudente en mati\u00e8re de vente en gros, les stocks \u00e9lev\u00e9s sur le march\u00e9 et une perturbation temporaire li\u00e9e \u00e0 la migration vers un nouveau syst\u00e8me SAP.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00ab Notre marque, nos produits et nos collaborateurs constituent notre force \u00bb, se r\u00e9jouit le PDG Bj\u00f8rn Gulden. Une aubaine de 200 millions d\u2019euros provenant du remboursement de droits d\u2019importation am\u00e9ricains a certes contribu\u00e9 \u00e0 ces r\u00e9sultats. Il reconna\u00eet \u00e9galement que le march\u00e9 des chaussures de loisirs est sous pression en raison d\u2019entrep\u00f4ts surcharg\u00e9s et de promotions agressives.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Adidas rel\u00e8ve d\u00e9sormais ses pr\u00e9visions de b\u00e9n\u00e9fices pour 2026, passant de 2,3 milliards \u00e0 2,5 milliards d\u2019euros. Le groupe vise une croissance de son chiffre d\u2019affaires, \u00e0 taux de change constant, comprise entre 9 % et 10 %.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Adidas encha\u00eene les records. Le g\u00e9ant allemand du sport voit son b\u00e9n\u00e9fice trimestriel s&rsquo;envoler de 37 % et revoit nettement \u00e0 la hausse ses pr\u00e9visions annuelles. Ce sont surtout les v\u00eatements et les canaux de vente directs qui tournent \u00e0 plein r\u00e9gime. Seule ombre au tableau : l&rsquo;Europe, o\u00f9 le chiffre d&rsquo;affaires est en recul.<\/p>\n","protected":false},"author":5,"featured_media":158092,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[14,22],"tags":[770],"people":[],"extra":[43],"company":[351],"topic":[266],"region":[],"class_list":["post-158091","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode","tag-sportmode","extra-plus","company-adidas","topic-resultats-financiers"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Adidas bat tous les records, mais l&#039;Europe reste \u00e0 la tra\u00eene - RetailDetail BE<\/title>\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\/adidas-bat-tous-les-records-mais-leurope-reste-a-la-traine\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Adidas bat tous les records, mais l&#039;Europe reste \u00e0 la tra\u00eene - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Adidas encha\u00eene les records. 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