While luxury powerhouses typically dominate the headlines during fashion month, this season saw an unexpected player rise to prominence: Adidas. The global sportswear giant made a significant mark across the Spring 2025 runway calendar, securing its place in the high-fashion spotlight with a series of notable collaborations.
Adidas launched three major partnerships this season, starting at Milan Fashion Week with a buzzworthy debut alongside boundary-pushing label Avavav. The collaboration generated substantial online conversation, further amplifying Adidas’ influence. In Paris, the brand continued its long-standing collaboration with designer Stella McCartney, showcasing the latest evolution of their successful partnership.
These fashion week achievements coincide with a period of remarkable growth for Adidas. In July, the Adidas Group reported double-digit sales increases across all channels. The Adidas brand itself saw a 16% year-over-year growth in Q2, with operating profit more than doubling to 346 million euros ($380 million), compared to 176 million euros ($193 million) in the same period last year.
In contrast, Adidas’ main competitor, Nike, is facing a more challenging outlook for fiscal 2025. The brand forecasts a 10% year-over-year decline in sales, largely attributed to a slowdown in the critical Chinese market.
As Adidas continues to forge ahead with its strategic partnerships and capitalize on its strong financial performance, the brand appears well-positioned to challenge its competitors and carve out a space in the luxury fashion world.
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