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Adidas Stock Tumbles: Cautious Outlook and Yeezy Woes Weigh Heavy




Adidas Stock Tumbles: Cautious Outlook and Yeezy Woes Weigh Heavy

Adidas shares took a nosedive on Thursday after the sportswear giant unveiled conservative projections for 2024 that fell far short of analyst expectations. This cautious outlook, coupled with ongoing challenges stemming from the termination of the Yeezy partnership with Kanye West, sent shockwaves through the market.

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Key Points:

  • Share Price Drop: Shares plunged nearly 9% initially, settling at a 6% decline by day’s end.
  • 2024 Forecast: Operating profit projected at $540 million – significantly lower than analyst estimates of $1.37 billion.
  • Currency Impact: Fluctuations, particularly in the Argentine Peso, cited as a key factor for the lowered forecast.
  • Yeezy Inventory: Company plans to sell remaining Yeezy stock at cost, expecting to generate $270 million.
  • 2023 Performance: Operating profit of $289 million, exceeding expectations but still down from 2022.
  • Revenue Hit: Company claims $1.08 billion revenue loss in 2023 due to currency fluctuations.


Adidas’ lowered outlook raises concerns about the company’s ability to navigate volatile market conditions and overcome the financial blow from the Yeezy split. While selling off existing Yeezy inventory at cost will mitigate losses, it highlights the long-term impact of the severed partnership.

Investors remain wary of the company’s ability to replace lost revenue from Yeezy, particularly in key markets like North America. The cautious 2024 forecast further fuels these concerns, potentially impacting investment decisions.

Looking Ahead:

Adidas’ success hinges on effectively navigating the current economic climate, finding alternative revenue streams to compensate for the Yeezy loss, and rebuilding investor confidence. The company’s future performance will be closely watched in the coming months, with analysts eager to see how it tackles these challenges.

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