Should I buy Adidas stock in 2025? Expert UAE Guide

What is Adidas?

What is the price of Adidas stock?

The price of Adidas stock is rising this week. As of now, Adidas is trading at €221.20, up €1.10 (+0.50%) over the last 24 hours and showing a positive weekly move. The company's market capitalization stands at €44.6 billion, with an average daily trading volume of approximately 35,000 shares over the past three months. The stock features a P/E ratio of 38.60, a dividend yield of 0.90%, and a beta of 1.13. Although the share price has shown modest growth, the current beta suggests a level of volatility that active investors in the UAE may find attractive for dynamic portfolio strategies.

Our full analysis on Adidas stock

After a comprehensive review of Adidas’s latest financial performance alongside a multi-year trend analysis, our integrated approach—leveraging key financial ratios, technical signals, and advanced peer benchmarking—offers robust new insights. Drawing upon our proprietary algorithms, we have synthesized macro, sector, and company-specific data to distill the stock’s current appeal. So, why might Adidas stock once again represent a strategic entry point into the global athletic apparel and equipment sector in 2025?

Recent Performance and Market Context

Adidas (XETRA: ADS) is currently trading at €221.20, representing a solid 4.79% increase over the past 12 months and a year-to-date advance of 2.69%. This uptrend stands out in a globally volatile equity landscape and underscores the brand's underlying resilience. Notably, Adidas delivered exceptional results for 2024, reporting 12% revenue growth (at constant currency) and an operational profit resurgence, with net operating profit up more than fivefold compared to 2023.

• Q4 2024 earnings surprise: Operating profit returned to positive territory at €57 million, a dramatic turnaround from the €377 million Q4 2023 loss.
• Efficient operational execution: The company finalized the sale of its Yeezy inventory, contributing an extraordinary ~€650 million to revenue.
• Lean transformation: The restructuring initiative—removing 500 obsolete positions—signals a commitment to sustainable margin expansion.
• Strategic partnerships: High-visibility alliances with bodies such as the French Rugby Federation, Texas Tech University, and Aston Villa F.C. expand brand footprint across major global markets.

From a macro perspective, the athletic and lifestyle apparel sectors continue to benefit from strong consumer health, growing athleisure adoption, and a pivot towards premium and performance segments. Adidas’s ability to outperform sector benchmarks amid persistent competition—particularly from Nike and emergent Asian brands—demonstrates its operational agility and brand equity.

Technical Analysis

From a technical standpoint, Adidas presents a structure that appears favorable for entry-oriented investors:

• Oscillators: The 14-day RSI sits at 56.75, a neutral territory, implying neither overbought nor oversold conditions and suggesting room for directional movement.
• MACD (12,26,9): While currently generating a minor sell signal (2.73), the reading reflects short-term consolidation after a robust rally, often preceding periods of fresh upward momentum for quality stocks.
• Moving Averages: The price remains above the 20-day (€214.80) and 50-day (€210.57) moving averages, both of which confirm a short- to medium-term bullish bias. Longer-term averages (MA100: €227.25, MA200: €225.77) are closely watched—should the stock breach these levels, a substantial new uptrend could unfold.
• Key Levels: Technical support is identified at €215.13 (S3), while resistance converges at €222.63 (R3). The stock’s resilience above support levels further bolsters the case for positive near-term performance.
• Consensus: The aggregate technical picture remains distinctly bullish, with 12 positive, 5 neutral, and only 5 bearish signals—pointing to a constructive environment for new entrants.

Fundamental Analysis

On a fundamental basis, Adidas stands out within the global sportswear ecosystem:

• Revenue Growth: Annual sales reached €23.68 billion in 2024, up 11% in euros and 12% at constant currency, a rate surpassing previous management guidance and outpacing many direct competitors.
• Profitability: Operating profit climbed sharply to €1.337 billion and EBITDA landed at approximately €2.46 billion. Net profit from continuing operations registered at €824 million, yielding a healthy EPS of €4.24.
• Valuation: While the current P/E sits at 38.6—above historical norms—this level is justified by renewed growth, widening margins, and a return to double-digit expansion for the core Adidas brand. The company's forward-looking price target stands at €287.56, indicating more than 30% potential upside from current levels.
• Brand, Innovation, and Market Share: Adidas continues to invest in product leadership—demonstrated by successes in running (Adizero), adoption of 3D-printed technologies, and a focused lifecycle management that blends lifestyle and performance categories. Its strong brand cachet and improved retail partnerships secure a commanding market position.
• Strategic Expansion: Geographical momentum remains robust, with double-digit growth expected in North America, Greater China, and other emergent regions.

Taken together, these elements form the backbone of a compelling investment case. Adidas’s internal transformation, coupled with its capacity for innovation and global resonance, provides resilience even in challenging economic cycles.

Volume and Liquidity

Solid liquidity metrics reinforce institutional and retail investor confidence:

• Trading Volume: The 10-day average volume—~35,000 shares/day on XETRA—reflects healthy secondary market activity, supporting efficient price discovery and ease of entry or exit for most position sizes.
• Share Float: With 178.5 million shares outstanding and a free float conducive to dynamic price formation, volatility remains well within historical norms, further suggesting that larger orders can be executed without significant slippage.

Catalysts and Positive Outlook

Looking forward, Adidas is poised to benefit from an array of high-impact catalysts:

• Product Pipeline: A new release schedule anchors momentum, including the 3D-printed Climacool, innovative running and lifestyle ranges (Z.N.E., Adizero), and collaborative launches with premium partners.
• Market Expansion: The company guides for high-single-digit sales growth at constant currency for 2025, with a focus on North America, Greater China, and emerging markets—the world's fastest-growing sports apparel segments.
• Operational Leverage: The recently-completed workforce streamlining and supply chain enhancements signal ongoing improvements in gross and operating margins, propelling earnings towards the €1.7–1.8 billion target.
• ESG Leadership: Environmental and sustainability initiatives—now core to Adidas’s operating model—enhance its credentials with institutional investors and increasingly sustainability-minded consumers.
• Sector Tailwinds: A favorable macro environment, marked by rising health awareness, athletic participation, and digital-driven retail, complements Adidas’s innovation drive and omni-channel positioning.

Notably, consensus sentiment among analysts and technical models alike continues to tilt positive, establishing a strong context for continued price appreciation.

Investment Strategies

For investors evaluating potential entry points into Adidas, the current environment offers several advantages:

• Short-term Positioning: The stock’s stability above its key support (€215.13) and breakout potential above resistance (€222.63) favor tactical positions seeking to capture immediate momentum, particularly ahead of anticipated product launches or following strong quarterly updates.
• Medium-term Horizons: The company’s ongoing operational execution, persistent fundamental improvement, and sector-beating growth are supportive of positions taken with a 6–18 month view—especially as the innovation cycle accelerates and new catalysts materialize.
• Long-term Perspective: For those focused on secular growth, Adidas combines a diversified international footprint, scalable innovation engine, and robust financial structure. This blend positions the stock as a core component of any well-balanced portfolio with exposure to global consumer and lifestyle megatrends.
• Technical Low Advantage: The proximity to recent technical lows, rising volume, and a clustering of bullish signals together create an environment where accumulating positions ahead of major catalysts appears prudent.

Is it the Right Time to Buy Adidas?

In summary, Adidas stands at the threshold of a potential new growth phase. The company has delivered outstanding financial results in 2024, restored profitability, and sharpened its focus on innovation, margin expansion, and global market leadership. The technical indicators, while reflecting recent consolidation, point to bullish medium-term prospects—reinforced by healthy volume dynamics and a clear 30% upside potential to the consensus price target.

Forward-looking catalysts—from new product innovation, operational efficiency, and expanding partnerships, to favorable sector and macro trends—provide a constructive backdrop for continued appreciation. While competition and geopolitical risks remain factors to monitor, these are mitigated by Adidas’s proven adaptability, strategic clarity, and brand strength.

For discerning investors, these converging signals suggest that Adidas stock may be entering a compelling new phase of value creation. The fundamentals justify renewed interest, and the technical configuration reinforces the stock’s attractiveness for those seeking exposure to a leading name in the global athletic sector.

In this context, Adidas presents itself as a standout opportunity—offering resilience, innovation-driven growth, and the promise of further upside as the company capitalizes on new market trends and executional excellence.

How to buy Adidas stock in the UAE?

Buying Adidas stock online is straightforward and secure for UAE investors, thanks to regulated international brokers accessible from the region. Two main methods are available: spot buying (directly owning Adidas shares) and trading via CFDs (Contracts for Difference, which let you speculate on price movements with leverage). Each method has distinct advantages depending on your objectives and risk preference. Below, you'll find a detailed comparison to help you choose the right approach, as well as a broker comparator further down the page.

Spot Buying

Spot buying means purchasing Adidas shares outright on a recognised exchange, such as XETRA in Frankfurt. As the shareholder, you benefit directly from share price movements and any dividends paid by the company. Brokers typically charge a fixed fee per transaction—often from AED 18–25 (roughly $5–$7)—which is added to your order.

Example

Suppose the Adidas share price is €221.20 (around AED 880) per share. With a $1,000 (about AED 3,670) investment, you can buy approximately 4 shares (AED 3,520), factoring in a basic brokerage fee of about $5.
✔️ Gain scenario:
If Adidas shares rise by 10%, your holdings are now worth $1,100.
Result: +$100 gross gain, a 10% increase on your initial investment.

Trading via CFD

CFDs (Contracts for Difference) allow you to trade on Adidas share price movements without owning the actual shares. CFDs offer leverage (i.e., the ability to control a larger position with a smaller deposit), making it possible to amplify both gains and losses. CFD trading usually involves a spread (the difference between buy/sell prices) and overnight financing fees if positions are held longer than a day.

Example

With a $1,000 position (about AED 3,670) and 5x leverage, you are exposed to $5,000 on Adidas shares.
✔️ Gain scenario:
If Adidas shares increase by 8%, your position would gain 8% × 5 = 40%.
Result: +$400 gain on your $1,000 (AED 3,670) stake, not including trading fees.

Final Advice

Before buying Adidas stock, always compare brokers' fees, access to international markets, and additional trading conditions. Your choice between spot buying and CFDs should match your investment objective: direct share ownership for long-term investors, or CFDs for those seeking flexibility and leverage. To help you make an informed decision, a comprehensive broker comparison is available further down the page.

Our 7 tips for buying Adidas stock

The latest news about Adidas

Adidas has reported exceptional annual results for 2024, with revenue up 12% and margins improving significantly. The company’s financial performance notably exceeded initial expectations, with annual revenue reaching €23.7 billion and operational profit totaling €1.34 billion, an increase of €1 billion year-over-year. This robust growth was largely attributed to successful product launches and operational efficiencies, solidifying Adidas’ competitive position especially in key growth markets. This positive momentum is directly relevant for analysts in the AE region, where global brand performance often translates to stronger consumer confidence and retail demand, particularly as Adidas continues to be a leading player in the sportswear segment favored by Middle Eastern consumers.

The market technical signals are largely positive, with a strong buy consensus supported by recent price trends. Adidas stock closed at €221.20, and technical analysis reveals upward momentum: both the 20-day and 50-day moving averages indicate buy signals, and the overall technical consensus counts twelve bullish indicators. While the RSI remains in neutral territory and the MACD suggests short-term caution, the predominant signals point toward further appreciation potential. For AE-based investors, the stock’s relative stability and favorable technical outlook make it attractive for both institutional and retail allocations within diversified portfolios.

Adidas is actively expanding its product portfolio, focusing on innovation and lifestyle segments that resonate in the AE market. Recent announcements highlight continued innovation in 2025, including the launch of 3D-printed Climacool running shoes and the new Z.N.E. apparel range. With the Middle Eastern sportswear and athleisure market growing rapidly, these product advancements are well-aligned with regional consumer preferences for technologically advanced and stylish sports apparel. Moreover, the company’s focus on both lifestyle and performance categories supports broader brand relevance, directly benefiting Adidas’ retail and distribution partners across the Gulf.

Strategic partnerships and sustained retail momentum are expected to support Adidas’ growth outlook in the Middle East. Adidas has recently secured new sporting partnerships and continues to emphasize improved retail relationships, a strategy that has proven effective in increasing both brand presence and sales volumes globally. Although the report references recent global agreements, it is worth noting that similar regional activations in AE—such as sponsorships and collaborations with local sports clubs or events—have historically driven strong brand engagement, reinforcing Adidas’ competitive positioning among the region’s youth and sporting communities.

Forward guidance for 2025 projects high single-digit sales growth and a continued increase in operational profitability, with operational profit expected between €1.7 and €1.8 billion. The company’s strong fundamentals and optimistic market sentiment, alongside identified growth catalysts such as geographical expansion (including emerging markets like AE), provide analysts and investors with a constructive outlook for stock appreciation. The company’s targeted approach to innovation, retail excellence, and regional growth supports not only global but also local relevance, offering AE stakeholders a clear rationale for monitoring and potentially increasing exposure to Adidas equity.

FAQ

P. Laurore

Finance expert

Co-founder of HelloSafe and holder of a Master's degree in finance, Pauline has recognised expertise in personal finance, which she uses to help users better understand and optimise their financial choices. At HelloSafe, Pauline plays a key role in designing clear, educational content on savings, investments and personal finance. Passionate about financial education, Pauline strives, with every piece of content she oversees, to provide reliable, transparent and unbiased information for independent and informed financial management. To this end, she has tested over 100 trading platforms to help internet users make the right choices.