Adidas says ‘impactful’ marketing will power brand momentum, as investment rises 14%
Brand campaigns like ‘You Got This’ contributed to an uplift in marketing investment. However, Adidas’s CEO warns price increases are on the cards following the US government’s tariff announcement.
By Molly Innes
Adidas has committed to investing in “impactful” marketing to help power growth as it posts a boost to revenue and profit in the first quarter, all part of its continued brand revival.
The sportswear giant increased its investment in marketing by 14% in the three months to 31 March, meaning it spent €746m (£634m) in the first quarter of its 2025 fiscal year. As a percentage of sales, marketing and point-of-sale expenses were up 0.1 percentage points to 12.1%.
