{"id":111705,"date":"2025-01-22T11:24:50","date_gmt":"2025-01-22T10:24:50","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=111705"},"modified":"2025-01-23T10:00:07","modified_gmt":"2025-01-23T09:00:07","slug":"adidas-boekt-verrassend-herstel-na-pijnlijk-yeezy-breuk","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/mode\/adidas-boekt-verrassend-herstel-na-pijnlijk-yeezy-breuk\/","title":{"rendered":"Adidas boekt verrassend herstel na pijnlijke Yeezy-breuk"},"content":{"rendered":"\n

Adidas<\/strong> heeft in 2024 een indrukwekkende comeback gekend. Dankzij de populariteit van retro-sneakers Samba en Gazelle, gecombineerd met de verkoop van resterende Yeezy-voorraden, wist het Duitse merk de verwachtingen te overtreffen.<\/p>\n\n\n\n

Surfen op de retrotrend<\/h2>\n\n\n\n

In het vierde kwartaal steeg de omzet met bijna 24% tot net geen 6 miljard euro, ruim boven de 5,3 miljard euro die analisten verwacht hadden. Ook de operationele winst verraste positief: na een verlies van 377 euro miljoen in vierde kwartaal van 2023 realiseerde Adidas nu een winst van 57 miljoen euro. <\/p>\n\n\n\n

Over het hele jaar 2024 groeide de omzet met 11% tot bijna 23,7 miljard euro, terwijl de operationele winst meer dan vervijfvoudigde tot 1,3 miljard euro. De brutomarge verbeterde met 3,3 procentpunt naar 50,8%. <\/p>\n\n\n\n

CEO Bj\u00f8rn Gulden is dan ook tevreden over de resultaten: \u201cHoewel we nog niet zijn waar we op de lange termijn willen zijn, ben ik erg blij met deze ontwikkeling, die veel beter was dan we hadden verwacht. We zien duidelijk dat de interesse van consumenten en retailers in onze producten toeneemt, zowel bij Lifestyle als bij Performance.\u201d De populariteit van retro-sneakers zoals de Samba en Gazelle<\/a> vormde de kern van Adidas’ strategie in 2024. Het merk wist zo marktaandeel te winnen, mede dankzij zwakkere prestaties van concurrent<\/a> Nike<\/strong>.<\/p>\n\n\n\n

Nog steeds scoren met Kanye<\/h2>\n\n\n\n

Het herstel volgt op een zwaar 2023, waarin Adidas leed onder de stopzetting van de samenwerking<\/a> met rapper Ye (Kanye West). De breuk, veroorzaakt door racistische uitlatingen van de artiest, leidde tot een aanzienlijke voorraad aan onverkochte Yeezy-sneakers. In 2024 kon Adidas echter een groot deel van de resterende voorraad succesvol verkopen.<\/p>\n\n\n\n

Ondanks macro-economische onzekerheden blijft Adidas ook optimistisch over de toekomst. Het merk streeft naar verdere winstgroei en een verbetering van de operationele marge tot 10%. De definitieve jaarcijfers en vooruitzichten voor 2025 worden op 5 maart gepubliceerd.<\/p>\n","protected":false},"excerpt":{"rendered":"

Adidas heeft in 2024 een indrukwekkende comeback gekend. Dankzij de populariteit van retro-sneakers Samba en Gazelle, gecombineerd met de verkoop van resterende Yeezy-voorraden, wist het Duitse merk de verwachtingen te overtreffen.<\/p>\n","protected":false},"author":5,"featured_media":65823,"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],"tags":[],"people":[],"extra":[],"company":[351],"topic":[88],"region":[177],"class_list":["post-111705","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode","company-adidas","topic-bedrijfsresultaten","region-duitsland"],"acf":[],"yoast_head":"\nAdidas boekt verrassend herstel na pijnlijke Yeezy-breuk - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Adidas heeft in 2024 een indrukwekkende comeback gemaakt, dankzij de populariteit van retro-sneakers Samba 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