Strong Top-Line Growth
Q1 net sales grew 14% currency-neutral (reported +7%), delivering nearly EUR 6.6 billion in revenue and demonstrating broad demand across markets and channels.
Direct-to-Consumer and E‑commerce Momentum
DTC grew strongly (Harm noted 22% D2C growth); channel breakdown: wholesale +8%, own stores +19%, e‑commerce +25%, supporting higher full‑price sell‑through and brand engagement.
Significant Operating Profit Improvement
Operating profit rose to EUR 705 million with an operating margin of 10.7%; operating profit increased by about EUR 100 million year-over-year.
Apparel and Performance Category Outperformance
Apparel delivered +31% growth; performance categories overall grew 29% with running near +30%, football and training showing very strong momentum.
Product & Innovation Momentum
High-visibility innovations and launches (Evo 3, Hyperboost, Adizero Prime X EVO UltraCharge, hybrid training shoe, printed technology, first adaptive running shoe) increased brand heat and commercial pipeline.
Regional Strengths and Strategic Wins
Greater China, South Korea, Japan and Latin America showed strong momentum (LatAm noted as #1 in region); new long‑term partnership signed with Bundesliga through 2034 and expanded motorsport (F1) partnerships.
Capital Return and Balance‑sheet Actions
Completed EUR 500 million share buyback (3.3 million shares) and planning another EUR 500 million; proposing ~EUR 500 million dividend — EUR 1.5 billion cash return planned for 2026.
Maintained Full‑Year Guidance and Medium‑Term Targets
Company reaffirmed 2026 guidance, expects to add ~EUR 2 billion sales p.a. over coming years and targets ~10%+ EBIT by 2027 while keeping discipline on costs.