Adidas Shares Slip Below Key Technical Level Ahead of Q1 Results
Published on 04/24/2026 at 00:00 | Redaktion boerse-global.de
The German sportswear giant is facing a perfect storm of tariff headwinds and chart-based selling pressure just days before its first-quarter earnings report. Adidas shares have fallen below the 50-day moving average, trading at €139.85, as the stock extends a year-to-date decline of roughly 17%.
The technical picture has darkened considerably. With the share price hovering just above its 52-week low of €130.60 set in early April, the next support level is uncomfortably close. The stock also sits nearly 14% below its 200-day moving average, suggesting the broader trend remains firmly bearish.
Tariffs Weigh on 2026 Outlook
Management's cautious guidance has been the primary catalyst for the selloff. The company now expects operating profit of around €2.3 billion for 2026, a figure that fell short of analyst estimates. New US tariffs and unfavorable currency movements are expected to cost the group an estimated €400 million.
Adidas produces roughly 40% of its footwear in Vietnam, leaving its supply chain exposed to the new tariff regime with no quick fix available. The knock-on effect has been a delay in the company's target for a double-digit operating margin, which the board now expects to achieve in 2027 or 2028 rather than sooner.
Should investors sell immediately? Or is it worth buying Adidas?
Lifestyle Push Meets Market Reality
On Wednesday, Adidas unveiled its CLOT Mundial collection, a premium collaboration with designer Edison Chen that reimagines classic football silhouettes with high-end leather construction. The capsule is designed to bridge the brand's football heritage with the lucrative lifestyle segment, a strategic necessity in the fiercely competitive sportswear market.
Yet such exclusive partnerships have done little to move the needle for investors. The stock edged lower on Thursday following the launch, underscoring that designer collaborations alone rarely trigger a fundamental turnaround in market sentiment.
Earnings Day Looms
All eyes are now on Tuesday's first-quarter report. Analysts expect revenue of €6.33 billion and earnings per share growth of 11%. The release will provide the first concrete opportunity to quantify the exact tariff impact on operations.
The underlying business remains strong. Adidas closed 2025 with record revenue, and operating profit surged more than 50%. The board has proposed a dividend of €2.80 per share alongside a planned share buyback program worth billions.
Adidas at a turning point? This analysis reveals what investors need to know now.
The analyst community has largely held its ground despite the recent slide. Of 28 analysts covering the stock, 22 rate it a buy, with an average price target of €217. The upcoming World Cup is seen as a major catalyst, with management expecting additional revenue in the billions from the tournament.
But the immediate test comes next week. Should Q1 numbers disappoint, the 52-week low at €130.60 will become the next critical chart level to watch.
Ad
Adidas Stock: New Analysis - 24 April
Fresh Adidas information released. What's the impact for investors? Our latest independent report examines recent figures and market trends.
Disclaimer regarding our articles: No investment advice, no buy or sell recommendation. Information on prices, companies, and markets is provided without guarantee; changes are possible at any time. Stock market transactions can lead to substantial losses. Our articles are created and reviewed in whole or in part automatically with the support of AI.
