Adidas celebrates anniversary with sales bump

Adidas Group has reported sales increased 9% last year as its core brand enters its 60th year.

The sports goods maker, which owns the adidas and Reebok brands, says total sales hit €10.8bn (£9.6bn) last year, up from €10.3bn (£9.1bn) in 2007. Pre-tax profit grew 11% to €904m (£804m).

Sales of adidas branded goods rose 10% to €7.8bn (£6.9bn) which offset an 8% dip in Reebok revenues to €2.1bn (£1.9bn).

European Group sales grew 7% to €4.7bn (£4.1bn) which counterbalanced a 14% decline in North American sales.

Adidas launched its biggest global brand campaign to date to mark the 60th anniversary of the company registering its famous three-stripes mark last November.

A television advertisement, created by Montreal agency Sid Lee, features Adidas-wearing sporting and music stars including David Beckham, Katy Perry, Missy Elliott and the Ting Tings at a house party.

The year-long anniversary campaign will also include cinema, digital, retail, events and a print campaign which will launch throughout 2009.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here