Adidas performance 2018.

Performance of  Adidas Group in 2018 versus 2017.

Key financial highlights.

 2018 was an year of strong financial and operational growth for Adidas. The company experienced revenue increase of 8% on a currency neutral basis. Adidas brand recorded high single digit growth whereas Reebok had low single digit sales decline. North America and Asia Pacific saw double digit currency neutral growth in sales. 

Revenues of the brand grew by 3% compared to the previous year rising from €21.218 billion in 2017 to €21.915 Billion in 2018. Adidas net sales in footwear segment grew by 3%  in 2018 compared to 2017 rising to 12,783 million Euros from 12,427 million Euros in 2017.

Net sales of Apparel also saw a growth of 6% rising from 7,747 million Euros in 2017 to 8,227 million Euros in 2018. Footwear accounted for 58% of the Adidas group's net sales and apparel accounted for around 38%. Hardware products accounted for around 4% of net sales of the group. Revenues from hardware declined by around 13% in 2018, falling to 910 million Euros from 1,044 milion Euros in 2017.

Gross margin rose from 50.4% in 2017 to 51.8% in 2018. EBITDA (Earnings before Interest, taxes, depreciation and amortization) rose 15% to €2.882 Billion in 2018 from €2.511 Billion in 2017. Net Income of the brand grew from €1,173 in 2017 to € 1,702 in 2018.

Research and development expenses of Adidas reduced to €153 millions in 2018 from €187 millions in 2017. Marketing and point-of-sale expenses increased to €3 Billions in 2018 from €2.724 Billions in 2017. Distribution and selling expenses grew by 3% to €4.45 Billions in 2018 versus €4.307 Billion in 2017. Number of employees grew from 56,888 in 2017 to 57,016 in 2018. Total personnel expenses decreased from €2.549 Billion in 2017 to €2.481 Billion in 2018. Expenses on wages and salaries reduced to €2,156 million in 2018 from €2,234 million in 2017.