Revenues in North America, its second-biggest market, declined 4% year-on-year to 1.12 billion euros ($1.20 billion) in the first three months of 2024, improving sequentially from a decline of more than 20% in the last three months of 2023.

Adidas has seen “no impact” on sales after UK PM Rishi Sunak was pictured wearing Sambas, one of the brand’s top-selling styles, CEO Bjorn Gulden said.

Sales growth in Europe and China helped drive Adidas' strong first-quarter results, while North America was a weak spot as retailers remain overstocked, the German sportswear brand said on Tuesday. Adidas has been on a turnaround journey since a damaging breakup with rapper Ye ended its highly profitable Yeezy shoe line and it reported a loss for 2023,

Adidas has witnessed a significant resurgence, thanks to the growing popularity of its retro-styled Sambas sneakers, contributing to a remarkable first-quarter growth. This classic shoe, reminiscent of past decades,

Adidas' strong first-quarter results were helped by growth across all regions, excluding North America, where inventory levels are still high, the German sportswear brand said on Tuesday. Revenues in North America,

But growth of nearly 15% in Europe and 3% in Latin America, paired with major growth in direct-to-consumer and footwear, pushed the company to a better-than-expected first quarter, said CEO Bjørn Gulden.

Industry onlookers have said that German sportswear brand Adidas should focus on making its products more fashionable and invest in innovation to stand out within the performance sportswear market.

Solid demand for Adidas' (ETR:ADSGN) sneakers in Europe helped offset weakness in North America in the first quarter, the German sportswear brand said on Tuesday. Currency-neutral sales in Europe jumped by 14% during the