Adidas revealed it is delaying some of its product launches to maintain the brand’s appeal as it reported better than expected quarterly sales.
Chief executive Bjørn Gulden said he was concerned that the market for the brand’s premium trainers could “overheat” if the group released updated versions of its Superstar model too soon.
“We have four [models] that are now bestsellers with most retailers in most markets,” he said, describing the Superstar — originally launched as a basketball shoe in 1969 — as “the biggest shoe that Adidas has ever had”.
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Gulden said the new range needed to be introduced at the right time. “We need to be disciplined.”
Adidas’ Samba models made headlines in recent weeks after Prime Minister Rishi Sunak apologised after he was photographed wearing a pair during an interview in Downing Street, with social media users accusing him of ruining the trainer’s street cred.
Strong sales in Europe contributed to a better-than-expected first-quarter results for the sports giant, with sales adjusted for currency swings increasing 8% year on year between January and March.
The group said is expects to sell £299m (€350m) worth of Yeezy stock in the current financial year, almost two years after cutting ties with rapper Kanye West and his brand.
As a result of strong sales, Adidas raised its full-year operating profit guidance to £598m (€700m), compared to prior guidance of £427m (€500m).
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