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Adidas (ADS) Stock Plunges 8% Following Disappointing 2026 Profit Forecast

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ADS.DE Stock Card

TLDR

  • Adidas projected 2026 operating profit of €2.3 billion, falling short of the €2.72 billion analyst consensus estimate
  • The sportswear giant faces approximately €400 million in combined pressures from U.S. tariffs and foreign exchange challenges
  • Shares declined approximately 7–8% during Frankfurt trading session after the guidance release
  • 2025 fiscal year performance was robust — operating profit surged 54% to €2.06 billion alongside record-breaking revenue of €24.8 billion
  • Bjorn Gulden’s tenure as CEO was extended until 2030, while the company announced plans to raise dividends by 40% to €2.80 per share

Adidas posted impressive 2025 numbers, but the market’s focus has shifted forward — and the outlook has left shareholders disappointed.

The German athletic apparel giant announced record annual revenue of €24.8 billion, representing approximately 5% growth, while net income jumped 75% to reach €1.34 billion. Operating profit climbed 54% to €2.06 billion, significantly exceeding the company’s initial guidance range of €1.7–1.8 billion from the beginning of last year.

When adjusted for currency fluctuations, revenue expanded 13%, with double-digit percentage increases recorded across every market and distribution channel. The company’s gross margin strengthened by 0.8 percentage points, reaching 51.6%.


ADS.DE Stock Card
adidas AG, ADS.DE

The fourth quarter also demonstrated strength. Currency-neutral revenue increased 11% to €6.1 billion, with the direct-to-consumer segment posting double-digit growth throughout all geographic regions. Gross margin expanded by 1 percentage point to 50.8%, while operating profit more than doubled, hitting €164 million.

So what triggered the 7–8% share price decline?

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The answer lies in forward guidance. Adidas projected 2026 operating profit at approximately €2.3 billion — substantially below the Visible Alpha analyst consensus estimate of €2.72 billion. RBC Capital Markets analyst Piral Dadhania characterized this as suggesting a 15% consensus earnings reduction “at face value.”

Tariffs and Currency Take a Bite

The company identified a combined €400 million challenge stemming from U.S. tariff policies and adverse foreign exchange fluctuations. Adidas produces a significant portion of its merchandise in Asian nations now facing U.S. import duties, creating greater exposure compared to certain competitors. Additionally, a strengthening euro relative to the dollar has diminished the value of international earnings.

Deutsche Bank characterized the guidance for operating income and profit margins as “slightly weaker-than-expected.”

The implied operating margin for 2026 — approximately 8.5–8.8% — would fall short of Adidas’s own 10% medium-term objective, according to RBC’s analysis.

Regarding revenue, Adidas forecasted currency-neutral growth in the high-single-digit percentage range for 2026, representing roughly €2 billion in additional sales. North America and Greater China are anticipated to drive growth, with low-double-digit percentage expansion projected for both markets.

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Mid-Term Outlook Offers Some Comfort

Adidas also unveiled a multi-year strategic plan, projecting high-single-digit revenue growth and mid-teens operating profit compound annual growth rate (CAGR) spanning 2026–2028.

Morgan Stanley observed that this type of medium-term guidance is “relatively rare” and indicated it serves to “soften the blow” of the near-term shortfall. With shares trading at approximately 13x 2026 earnings when results were announced, the investment bank adopted a more constructive perspective on the broader trajectory.

The company also proposed raising its dividend by 40% to €2.80 per share — signaling confidence in cash flow generation despite near-term challenges.

CEO Bjorn Gulden’s contract received an extension through 2030. RBC described this as “reassuring,” highlighting his comprehensive knowledge of the sports industry. Gulden, who assumed leadership in 2023 following the controversy surrounding the Ye collaboration, has consistently exceeded the guidance targets he established at the beginning of each fiscal year.

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Adidas also revealed intentions to appoint Nassef Sawiris as chairman.

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Crypto World

Here’s why bitcoin (BTC) price climbed through $71,000: Crypto Daybook Americas

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CD20

By Omkar Godbole (All times ET unless indicated otherwise)

Bitcoin rose to just short of $72,000, hitting a one-month high and lifting the broader crypto market even as the war in the Middle East wreaks havoc on traditional markets.

The outperformance stems from several factors, including relative positioning, rising odds of the passage of the U.S.’s long‑debated Clarity Act aimed at legalizing stablecoins and hopes that conflict with Iran will end soon.

Bitcoin, down nearly 50% from its record high in October, was oversold before hostilities began Saturday. So as traditional assets tumbled, BTC held up well. That has likely revived investor interest in the largest cryptocurrency, drawing institutions back to the spot ETFs.

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As noted on Monday, bitcoin stands to gain because the war will only worsen government finances worldwide, leading to more “fiat debasement.

Meanwhile, the New York Times put out an interesting report that likely aided the price bounce, according to Bloomberg. The report said that the day after the attacks began, operatives from Iran’s Ministry of Intelligence contacted the CIA to discuss terms for ending the war. While the U.S. ignored the overture, the outreach suggests backchannels are still active and could be used again, potentially leading to a ceasefire.

Lastly, there’s the possibility the Clarity Act could be passed soon.

“There was speculation circulating in the U.S. that the Clarity Act was close to being signed into law. This helped lift many altcoins relative to major assets, as they are expected to be among the biggest long-term beneficiaries of the legislation,” Paul Howard, director at trading firm Wincent, said in an email.

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However, he added that there is currently no strong evidence that a large pool of sidelined money is waiting to flood into digital assets, and any rotation is still relatively small or gradual.

Looking ahead, traders expect volatility to persist, particularly if the Strait of Hormuz, a key oil-supply chokepoint, remains closed and oil prices continue to surge.

“We expect continued volatility, but if the disruption persists, pressure to reopen Hormuz is likely to build. Bitcoin has held up better than broader risk, and bears watching as an early signal of stabilizing sentiment,” QCP Capital’s market insight team said. Stay alert!

Read more: For analysis of today’s activity in altcoins and derivatives, see Crypto Markets Today

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What to Watch

For a more comprehensive list of events this week, see CoinDesk’s “Crypto Week Ahead“.

  • Crypto
  • Macro
    • March 4, 8:15 a.m.: U.S. ADP employment change for February (Prev. 22K)
    • March 4, 10:00 a.m.: U.S. ISM services PMI for February (Prev. 53.8)
    • March 4, 2:00 p.m.: U.S. Fed Beige Book
  • Earnings (Estimates based on FactSet data)

Token Events

For a more comprehensive list of events this week, see CoinDesk’s “Crypto Week Ahead“.

  • Governance votes & calls
    • Uniswap DAO is voting across two linked proposals to expand v2 and v3 protocol fees to eight layer-2 networks and enable a new tier-based fee system across all v3 pools. Voting ends March 4 & 5.
    • ENS DAO is voting to replace three DNSSEC oracle algorithms to patch a critical RSA signature forgery vulnerability and significantly reduce gas costs. Voting ends March 4.
  • Unlocks
  • Token Launches
    • March 4: Block Street (BSB) to list on Binance Alpha, Bybit, others.

Conferences

For a more comprehensive list of events this week, see CoinDesk’s “Crypto Week Ahead“.

Market Movements

  • BTC is up 4.49% from 4 p.m. ET Wednesday at $71,283.58 (24hrs: +6.65%)
  • ETH is up 5.19% at $2,068.65 (24hrs: +5.64%)
  • CoinDesk 20 is up 4.31% at 3,086.55 (24hrs: +5.45%)
  • Ether CESR Composite Staking Rate is down 1 bps at 2.85%
  • BTC funding rate is at 0.0051% (5.6119% annualized) on Binance
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  • DXY is down 0.25% at 98.81
  • Gold futures are up 1.70% at $5,194.10
  • Silver futures are up 4.00% at $86.24
  • Nikkei 225 closed down 3.61% at 54,245.54
  • Hang Seng closed down 2.01% at 25,249.48
  • FTSE 100 is up 0.18% at 10,502.97
  • Euro Stoxx 50 is up 0.70% at 5,812.08
  • DJIA closed on Tuesday down 0.83% at 48,501.27
  • S&P 500 closed down 0.94% at 6,816.63
  • Nasdaq Composite closed down 1.02% at 22,516.69
  • S&P/TSX Composite closed down 2.19% at 33,784.90
  • S&P 40 Latin America closed down 4.95% at 3,539.33
  • U.S. 10-Year Treasury rate is up 1 bps at 4.06%
  • E-mini S&P 500 futures are unchanged at 6,825.00
  • E-mini Nasdaq-100 futures are unchanged at 24,762.00
  • E-mini Dow Jones Industrial Average futures are down 0.12% at 48,501.00

Bitcoin Stats

  • BTC Dominance: 59.61% (+0.81%)
  • Ether-bitcoin ratio: 0.02909 (0.26%)
  • Hashrate (seven-day moving average): 1,025 EH/s
  • Hashprice (spot): $31.26
  • Total fees: 2.71 BTC / $183,733
  • CME Futures Open Interest: 101,620 BTC
  • BTC priced in gold: 13.7 oz.
  • BTC vs gold market cap: 4.77%

Technical Analysis

BTC's weekly price swings in candlestick format. (TradingView)
BTC’s weekly chart in candlestick format. (TradingView)
  • The chart shows bitcoin’s weekly price swings in candlestick format from early 2024.
  • The bounce above $71,000 has renewed focus on the $74,000 level, which acted as resistance, an area where buyers tapped out in March 2024 and later as support, where selling stalled last April.
  • This level, therefore, represents an area of significant historical economic activity and could now serve as a key inflection zone: A break and hold above $74,000 may open the door to a push toward higher levels, while repeated failure there could reignite selling pressure.

Crypto Equities

  • Coinbase Global (COIN): closed on Tuesday at $182.36 (–1.55%), +6.66% at $194.51 in pre-market
  • Galaxy Digital (GLXY): closed at $20.68 (–4.83%), +4.01% at $21.51
  • MARA Holdings (MARA): closed at $8.66 (–8.36%), +6.47% at $9.22
  • Riot Platforms (RIOT): closed at $15.29 (–6.94%), +3.53% at $15.83
  • Core Scientific (CORZ): closed at $15.30 (–7.22%), +2.55% at $15.69
  • CleanSpark (CLSK): closed at $9.89 (–6.26%), +4.25% at $10.31
  • Exodus Movement (EXOD): closed at $10.83 (+3.44%), +0.65% at $10.90
  • CoinShares Bitcoin Mining ETF (WGMI): closed at $37.88 (–6.31%), +4.67% at $39.65
  • Circle Internet Group (CRCL): closed at $99.63 (+3.63%), +6.15% at $105.76
  • Bullish (BLSH): closed at $33.12 (–2.04%), +2.93% at $34.09

Crypto Treasury Companies

  • Strategy (MSTR): closed at $132.68 (–3.61%), +7.70% at $142.89
  • Upexi (UPXI): closed at $0.79 (–10.80%), +14.65% at $0.90
  • Lite Strategy (LITS): closed at $1.15 (+2.68%)
  • Sharplink (SBET): closed at $7.26 (–1.76%), +4.68% at $7.60

ETF Flows

Spot BTC ETFs

  • Daily net flows: $225.2 million
  • Cumulative net flows: $55.47 billion
  • Total BTC holdings ~1.28 million

Spot ETH ETFs

  • Daily net flows: -$10.8 million
  • Cumulative net flows: $11.66 billion
  • Total ETH holdings ~5.71 million

Source: Farside Investors

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3 Signs That $80K Is the Next Logical Target for Bitcoin Bulls

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3 Signs That $80K Is the Next Logical Target for Bitcoin Bulls

Bitcoin (BTC) bulls are eyeing a move back toward $80,000 in March, with at least three indicators flashing increasing upside momentum.

Key takeaways:

  • Bitcoin jumped by over 5% toward $72,000 on Wednesday.

  • Multiple indicators, including a symmetrical triangle, hint at an extended price rally toward $80,000.

Bitcoin invalidates bearish chart pattern

On Wednesday, BTC’s price showed signs of invalidating what initially appeared to be a bear pennant.

The BTC/USD pair pierced the pennant’s upper trend line after jumping 5.21% to around $71,900. Its breakout came alongside a rise in trading volume, implying stronger conviction behind the rally.

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BTC/USD daily price chart. Source: TradingView

That simultaneously increased the odds of a symmetrical-triangle bullish reversal.

A symmetrical triangle forms when price makes lower highs and higher lows, compressing into a tightening range.

It resolves when the price breaks either of the trendlines and moves by as much as the pattern’s maximum height.

In BTC’s case, the triangle’s widest range is roughly $63,000 to $71,000–$72,000.

BTC/USD daily price chart. Source: TradingView

A standard measured move above the upper trend line points to about $80,000 in March if the breakout sticks. The level aligns with BTC’s 100-day exponential moving average (100-day EMA, the purple line).

Related: US spot Bitcoin ETFs add $225M as BlackRock’s IBIT offsets redemptions

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BTC’s next hurdle is the 50-day EMA (red) near $74,400. A rejection there would weaken the breakout and raise the odds of a pullback toward the 20-day EMA (green) around $68,700.

BTC futures gap remains unfilled at $80,000

The triangle’s $80,000 measured target also overlaps with an unfilled CME futures gap, turning the area into a clear magnet zone for the bulls.

A CME gap happens because CME Bitcoin futures stop trading over the weekend. If Bitcoin’s spot price moves while the futures market is closed, the latter can reopen at a new level, leaving an empty price zone on the chart.

BTC1! daily price chart. Source: TradingView

As of Wednesday, that gap has been sitting around $79,660–$81,210 since early February.

Nine of the last 10 CME gaps have been filled since August 2025, which is why traders may view the $79,660–$81,210 region as a high-priority target as spot and futures prices re-align.

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Polymarket raises odds of $80,000 Bitcoin in March

Polymarket, a crypto-based prediction market where users trade contracts on real-world outcomes, is showing a clear bullish shift for BTC in March.

Traders now assign 40% odds that Bitcoin reaches $80,000 on Wednesday, up from 20% a day ago. The $75,000 target carries even stronger conviction at 70%, up from 40% yesterday.

Bitcoin price targets for March. Source: Polymarket

At the same time, the odds of the BTC price reaching $65,000 and $60,000 in March are priced lower than before, suggesting the crowd is trimming downside expectations.