Adidas Puts Yeezy History Behind, Rides Fashion High With Samba And Gazelle Shoes
Adidas Puts Yeezy History Behind, Rides Fashion High With Samba And Gazelle Shoes
Adidas AG (OTC:ADDYY) has seen a surge in sales thanks to its Samba and Gazelle shoes, despite a decline in North American sales.
尽管北美销量下降，但阿迪达斯股份公司（场外交易代码：ADDYY）的销售额仍在激增，这要归功于其Samba和Gazelle鞋子。
What Happened: Adidas' first-quarter sales in Europe and China have contributed to a 14% and 8% increase respectively, while North America, its second-largest market, experienced a 4% decrease, Reuters reported.
发生了什么：路透社报道，阿迪达斯第一季度在欧洲和中国的销售额分别增长了14％和8％，而其第二大市场北美则下降了4％。
The company's sales have been driven by the popularity of its "terrace" shoes, including the Samba and Gazelle, following a challenging period after the termination of its lucrative Yeezy shoe line.
该公司的销售是由包括Samba和Gazelle在内的 “露台鞋” 的受欢迎程度推动的，此前其利润丰厚的Yeezy鞋系列终止后经历了一段艰难的时期。
Adidas' CEO, Bjorn Gulden, attributed the strong first-quarter sales to the lifestyle business, with demand for terrace shoes continuing to grow. Footwear revenues increased by 13% over the quarter, despite a 1% drop in Adidas' shares during early trading.
阿迪达斯首席执行官比约恩·古尔登将第一季度的强劲销售归因于生活方式业务，对露台鞋的需求持续增长。尽管阿迪达斯的股价在早盘交易中下跌了1％，但鞋类收入在本季度增长了13％。
Adidas has capitalized on the weakening of its main U.S. competitor, Nike Inc. (NYSE:NKE), which has lost market share and warned of a sales decline. On the sneakerhead marketplace, The Edit LDN, sales of Nike shoes have decreased by approximately 30%, while Adidas shoes, typically lower priced, have surged by 80% from the previous year.
阿迪达斯利用了其主要美国竞争对手耐克公司（纽约证券交易所代码：NKE）的疲软，该公司失去了市场份额，并警告销售额将下降。在球鞋头市场The Edit LDN上，耐克鞋的销量下降了约30％，而通常价格较低的阿迪达斯鞋子比上年增长了80％。
"It is reassuring to see the broad geographic spread of the sales performance, with the U.S. weak as expected but a much stronger Europe," said Adam Cochrane, analyst at Deutsche Bank.
德意志银行分析师亚当·科克伦表示：“令人欣慰的是，销售业绩的广泛地域分布，美国表现疲软，但欧洲要强得多。”
Why It Matters: This surge in Adidas' sales comes after a challenging period. The company reported a loss in 2023 after ending its Yeezy shoe line, which had been highly profitable. However, the recent sales boost from its terrace shoes has been a significant turnaround for the company.
为何重要：阿迪达斯销售额的激增是在一个充满挑战的时期之后发生的。该公司报告称，在结束其盈利丰厚的Yeezy鞋履系列后，在2023年出现亏损。但是，其露台鞋最近的销售增长对该公司来说是一个重大转变。
Adidas' Q1 results come on the heels of a strong start to the year, with an 8% increase in currency-neutral revenues and a 4% growth in euro terms. The company's gross margin also improved by 6.4% points to 51.2% during the quarter, compared to 44.8% the previous year.
阿迪达斯第一季度的业绩是在今年开局强劲之后发布的，货币中立收入增长了8％，按欧元计算增长了4％。该公司的毛利率在本季度也增长了6.4％，达到51.2％，而去年同期为44.8％。
Despite the challenges, Adidas has been optimistic about its future, targeting growth amid inventory and currency challenges at the start of 2024. The recent surge in sales, particularly in Europe and China, suggests that the company's strategies are indeed paying off.
尽管面临挑战，但阿迪达斯一直对其未来持乐观态度，目标是在2024年初库存和货币挑战中实现增长。最近的销售额激增，特别是在欧洲和中国，表明该公司的战略确实取得了回报。
Image by chinnian on Flickr
图片由 chinnian 在 Flickr 上提供