Adidas signs seven-year Ole Miss deal as Adidas stock sits 25.80 percent below 52-week high

Published on 10/08/2026 at 11:12 | Editorial responsibility: Rafael Müller, Editor-in-Chief AD HOC NEWS

Ole Miss deal starts July 1, 2027 and runs through June 2034. Adidas stock costs EUR 145.73 in trading on October 8, 2026 after EUR 147.00.

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Adidas stock was trading at EUR 145.73 at Lang & Schwarz on October 8, 2026 at 11:06 a.m. CEST, down 0.86 percent versus the prior close of EUR 147.00 and 25.80 percent below its EUR 196.40 52-week high. On October 7, 2026, Ole Miss Athletics announced a seven-year Adidas partnership beginning July 1, 2027, according to Ole Miss Athletics.

Seven-year college partnership

The agreement will make Adidas the official footwear, uniform, apparel and sideline partner of the Rebels through June 2034. It covers 18 varsity programs and includes a name, image and likeness program for student-athletes.

The partnership begins nearly nine months after the announcement, giving Adidas time to develop uniforms, fan products and campus activations. The agreement also expands the company's presence in college athletics, where brand visibility and athlete marketing are closely linked.

Revenue grows faster than profit

Adidas reported EUR 6.74 billion of revenue in the second quarter of 2026, up 14.00 percent currency neutral, while operating profit rose 5.00 percent to EUR 574.00 million, according to Admirals. The comparison matters because sales growth remained much faster than profit growth.

The operating margin was 8.50 percent in the second quarter of 2026, down from 9.20 percent in the second quarter of 2025. The next scheduled quarterly report is October 29, 2026, keeping inventory, marketing costs and margin development central to the next company update.

Analyst target stays below the market high

UBS cut its Adidas price target from EUR 173.00 to EUR 160.00 and kept a Neutral rating on October 5, 2026, citing expected pressure in 2027, as reported by FinanzNachrichten. The target is EUR 14.27 above the Lang & Schwarz price, a gap of 8.90 percent based on the current euro quote.

Price remains below the yearly high

Adidas has a 52-week range of EUR 129.95 to EUR 196.40, while its market capitalization is EUR 25.5 billion as of October 8, 2026. The price therefore sits 12.15 percent above the yearly low and 25.80 percent below the yearly high, placing the partnership news against a stock valuation that remains below its strongest level of the past year.

At Lang & Schwarz, Adidas stock was trading at EUR 145.73 on October 8, 2026 at 11:06 a.m. CEST, down 0.86 percent versus the Lang & Schwarz prior close of EUR 147.00. The further course of trading is shown by the continuously updated real-time quote of Adidas stock.