For the first six months of 2024, Adidas saw a 189% increase in operating profit compared to the first half of 2023, reaching €682 million. Two weeks prior, Adidas raised its full-year operating profit guidance for the second time this year, doubling its initial predictions to €1 billion. Half-year revenues for Adidas increased by 6% year-on-year to €11.3 billion, driven by 19% sales growth in Europe and 33% in Latin America. Both regions hosted major football tournaments this summer, including the Euros and Copa, where Adidas sponsored six and eight national teams, including champions Spain and Argentina.