The sportswear industry is witnessing a significant realignment, with historic market dynamics being challenged. While Nike has long dominated the sector, recent market performance indicates a shifting landscape that extends beyond just athletic wear preferences.
The football market is only one aspect but matches the overall development
Adidas Stock Rises, Nike & Puma Fall
Puma's stock fell up to 20% today as the brand missed its profitability expectations. Meanwhile, Adidas' stock rose this week, thanks to impressive, currency-neutral revenues that increased by 19%.
Overall, Adidas AG's stock has surged 53% over the past year, while rivals Nike and Puma face significant market challenges. The trend mirrors developments in football, where Adidas has strengthened its position, though this represents just one aspect of a broader market shift. The more crucial factor lies in Adidas's success with lifestyle products, particularly their classic sneaker lines, while Nike struggles across multiple segments.
Nike's 25.3% decline reflects struggles in running and other segments, including football. Meanwhile, Puma's 21.36% drop stems from profitability concerns and slow growth.
Current Market Values (with 12-month change):
Nike: €70.07 (-25.30%, -€23.73) | Market Cap: $107.52B (-$35.5B)
Adidas: €256.00 (+53.04%, +€88.72) | Market Cap: €45.97B (+€15.97B)
Puma: €32.92 (-21.36%, -€8.94) | Market Cap: €4.87B (-€1.33B)
Meanwhile, the current market capitalizations highlight that Nike is still the most valuable sportswear brand despite recent struggles, while Adidas maintains a strong second position. Puma needs to strive to stay a key contender in the worldwide sportswear industry.
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Are you surprised by Adidas' rise and Nike's and Puma's problems? Let us know in the comments below.