Adidas extends lead over Nike in World Cup year, shares trade higher in the DAX

By Anna Wagner, Analysts & Consensus desk. Reviewed prior to publication on 2026-06-25, 17:21.

Adidas (DE000A1EWWW0) draws investor attention on Xetra in the World Cup year 2026. The German sportswear group benefits from strong football demand and a reaffirmed Buy rating by Jefferies with a 190 euro price target, according to a dpa-AFX analyst summary.

What Reuters and others report

BusinessToday highlights that Adidas has pulled ahead of US rival Nike in early World Cup-related sales, citing strong demand for national team jerseys and football products in key markets such as Europe and Latin America. BusinessToday report via FinanzNachrichten This momentum underpins the stock’s role as one of the consumer names in the DAX and Euro Stoxx 50 with direct exposure to the tournament cycle.

In New York, Jefferies reiterates its positive stance on Adidas with a Buy rating and a 190 euro price target, citing improving product pipeline quality and a more disciplined inventory position versus prior years. Jefferies rating summary The analysts see Adidas as relatively better positioned than Nike for the current football-driven demand window.

Consensus and sector context on Tuesday

Across the analyst community, the Adidas stock currently carries a predominantly positive view: on MarketScreener, a clear majority of covering houses rate the shares as Buy or Outperform, with an average price target around the high 180s in euros. MarketScreener consensus overview This places implied upside versus recent Xetra levels in the mid-single-digit percentage range.

Within the global sportswear peer group, Adidas trades alongside Nike and Puma in the discretionary consumer segment, where investors compare revenue sensitivity to major tournaments such as the FIFA World Cup and continental championships. Reuters sector commentary on World Cup kit sales For 2026, several houses expect football-related categories to be a main growth driver relative to running and lifestyle segments.

The product behind the stock

Adidas generates a substantial share of its revenue with football products, including the official match balls and national team jerseys for major tournaments. In 2026, replica shirts for teams such as Germany, Argentina and Spain rank among the best-selling items in the group’s football performance category.

Where the shares trade today

The Adidas shares (DE000A1EWWW0) trade on 2026-06-25, 15:00, on Xetra at around 179.25 euros, based on recent intraday data from German trading platforms.

Disclaimer: This article is for informational purposes only and does not constitute investment advice or a solicitation to buy or sell any securities.