Adidas sees recovery later this year on demand for classic trainers

Adidas’s net sales fell last year, hurt by the fallout of the cancelled Yeezy partnership with the rapper and designer Ye.

Now Adidas is looking to further scale up the offerings of old sneakers like the Samba and Gazelle, which took off in 2023,

Adidas expects its return to growth to accelerate in the second half of this year as it works through high North American inventories and capitalises on demand for old trainer models like the Samba and Campus.

While the company “should see some growth” in the first quarter, that momentum will pick up later in the year as Adidas benefits from growing demand for classic “three-stripe” lifestyle apparel, it said.