The FIFA World Cup has entered its third week, with packed stadiums, soaring television audiences, and fans closely following every twist in the tournament. But while the football has dominated headlines, equity analysts have been studying another competition unfolding off the pitch: which listed companies stand to benefit most from the world's biggest sporting event.
RBC Capital Markets has upgraded adidas AG (OTCQX:ADDYY) to Outperform, lifting its price target to €210 from €170, whilst claiming the three-striped sportswear group now offers one of the strongest earnings growth profiles in the Canadian bank's coverage, yet its valuation still looks discounted. The newly pitched price target implies around 28% upside, and RBC points out that Adidas trades on roughly 13 times FY27 earnings, a level that the broker reckons doesn't fully reflect improving execution and revenue visibility.
With the 2026 FIFA World Cup imminent, sportswear giants are preparing for what should be one of the most lucrative merchandise events in soccer's history and a global showcase for new national team kits from Nike, Adidas and Puma.
| Textiles, Apparel & Luxury Goods Industry | Consumer Discretionary Sector | Bjorn Gulden CEO | XMUN Exchange | US00687A1079 ISIN |
| DE Country | 46,045 Employees | 11 May 2026 Last Dividend | 13 Jun 2006 Last Split | - IPO Date |
Adidas AG, a prominent entity in the sporting industry, specializes in the design, development, production, and marketing of athletic and sports lifestyle products. The company's extensive market reach covers Europe, the Middle East, Africa, North America, Greater China, the Asia-Pacific, and Latin America. Initially known as adidas-Salomon AG, the company underwent a rebranding, adopting the name adidas AG in June 2006. The foundation of adidas traces back to 1920, establishing its headquarters in Herzogenaurach, Germany. Adidas AG operates through various distribution channels including its own retail outlets, mono-branded franchise stores, shop-in-shops, wholesale, and e-commerce platforms.
Adidas offers a wide range of athletic footwear, including specialized shoes for different sports and athletic activities. These products are known for their quality, durability, and innovative design, catering to both professional athletes and casual enthusiasts.
The company’s apparel line includes sports clothing and lifestyle wear. Adidas apparel is designed to provide comfort and support for various sports activities while also appealing to those seeking sporty fashion items.
Under this category, adidas markets an assortment of sports-related accessories and gear such as bags and balls. These products complement the company’s primary offerings, providing consumers with a holistic athletic experience.
The adidas Golf brand specializes in golf footwear and apparel. Catering to the specific needs of golfers, these products combine style, comfort, and functionality, enhancing the golfing experience with innovative designs.
Adidas owns the Five Ten brand, which is renowned for its high-quality outdoor footwear. Designed for the adventurous, Five Ten shoes are engineered to offer superior grip and durability in the most demanding outdoor and sporting activities.