Clear Strategic Reset and Rightsizing Underway
Management initiated a 3-year transformation (reset) in 2025: cleaning undesirable wholesale, reducing discounts, reducing range complexity (double-digit range cuts), and rightsizing headcount (target ~20% reduction in white-collar roles between 2025–2026; 500 positions cut H1 2025 with further reductions underway).
D2C Mix Increased and Channel Shift Progress
Direct-to-consumer (D2C) share rose materially: Q4 D2C share 41.1% (from 35.5% in Q4 2024); full year D2C share 32.4%. Full-year D2C sales increased 3% despite Q4 D2C down 8% (e-commerce -20%, owned stores ~-1%). Management expects D2C growth to continue and be a structural priority.
Inventory Cleanup Ahead of Plan
Company reported inventory cleanup slightly ahead of plan: Q4 inventories started to decline after targeted takebacks; reported inventory +2% (currency-adjusted +11%) to ~EUR 2.1bn, with commitment to return inventories to normalized levels by end-2026.
Cost Efficiency and OpEx Discipline
Operating expenses (ex onetime effects) fell ~8% in Q4 to EUR 887m and were flat year-over-year at ~EUR 3.5bn for FY 2025, reflecting savings from the efficiency program and lower D2C spending despite lower sales.
Strong Licensing/Royalty Performance
Royalty and commission income increased 36% in Q4 and rose 4.4% year-over-year to EUR 92m for FY 2025, supported by changes in partnership structures (e.g., United Legwear).
Sport & Brand Momentum and Product Wins
Notable sports achievements (Mondo Duplantis world record, marathon and running milestones, 10 teams qualified for FIFA World Cup), strategic partnerships (extended HYROX, new McLaren F1 partnership) and successful recent product launches (handball personalized sellout, HYROX dedicated footwear sellout, Deviate NITRO Elite 4) that signal demand for premium product lines.
Liquidity Measures and Financing Secured
Financial headroom ~EUR 1.5bn at end-2025 (cash EUR 290m + ~EUR 1.2bn unutilized credit lines); secured additional EUR 100m private placement in Feb-2026 and reduced bridge facility, providing near-term liquidity to support transformation.
Gross Margin Tailwinds Expected in 2026
Management expects a substantial improvement in gross margin in 2026 driven by lower promotions, reduced inventory reserves, and a more favorable channel mix (shift toward D2C).