Adidas Shares Slide After Germany's Early World Cup Exit

Adidas shares fell after Germany’s early World Cup exit, reversing gains tied to tournament-driven demand. On Tuesday in Frankfurt trading, the company’s stock was down just over 3% at €175.15 on Tradegate compared with Monday’s close on Xetra. Earlier, shares had risen to their highest level in eight months, after moving up sharply from mid-May lows just under €140, when the stock had gained nearly 30%. The World Cup and the resulting appetite for the German team’s jersey had recently lifted the price, and Adidas CEO Björn Gulden described the shirt as a bestseller. However, traders said demand is now likely to cool. One estimate cited the World Cup as a boost to second-quarter revenue growth, offset by higher marketing spending. Adidas may still gain market share, particularly in North America, and from 2027 Germany’s national teams will be outfitted by Nike.