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Retail Sales

Adidas Sells More, Makes Less

The good news for Adidas is that sales of brand products in the fourth quarter increased 11% thanks to double-digit sales growth in the sport performance training and running categories. Adidas Originals and Adidas NEO product sales also jumped more than 10% during the quarter. Reebok sales grew by a more modest 1%.

Overall, Adidas’s sales for the year are up by 6%. The bad news for Adidas is that all of the above figures are currency-neutral. When the declining value of the euro vis-à-vis the dollar (and other accounting factors related to goodwill) are taken into account, the company actually ended up losing money in the fourth quarter.

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