Barclays has improved its outlook on Adidas shares. Analysts revised their rating from neutral to outperform. Experts called the sportswear manufacturer an attractive opportunity. The sporting goods sector has weathered a true perfect storm. Adidas shares rose one and a half percent. Trading took place on Wednesday on a European exchange. Analysts led by Victoria Petrova presented the concept. Experts argue that the global market duopoly is fading. Growth across the entire industry has now structurally restructured itself. The global sporting goods industry will soon fully stabilize. Expected growth is projected at around four percent annually. This forecast is relevant through 2029. According to Barclays, the current situation makes Adidas shares analytically attractive. Financial analysts are closely monitoring the sports sector.
Nike is expected to grow by one percent. The rest of the sector, including Adidas, is projected to grow by six percent. 2025 will mark the market bottom. The global consumer environment remains very weak at present. Major sporting events were entirely absent from the calendar. Key players have been engaging in excessively high promotional activity recently. First-half results proved disappointing for most. Asics stood out as a notable and bright exception. Investor attention has shifted away from the potential of the FIFA World Cup. Experts are examining weak volumes in standard footwear sales. Analysts are also assessing the sustainability of current recovery stories. Weak footwear sales volumes raise serious questions. The sporting goods industry requires new approaches today.
Adidas's margin recovery is already actively underway. This process holds enormous potential to continue. Analysts pointed to a number of key financial catalysts. The company may exceed its EBIT profit target. The expected level stands at 2.3 billion. A new earnings growth cycle will begin from 2027. The Home of Innovation event will take place in September. The meeting is scheduled for September 23. Additional tariff rebates will also significantly benefit the company. They will bring the margin closer to the target of ten percent. The market is significantly underestimating the current quality of the company's management. Adidas is a considerably better-managed company today. A strengthened innovation portfolio supports broader growth.
Market share dynamics in key regions are positive. The innovation portfolio supports longer product cycles. Barclays maintained its neutral rating on Puma. The downside potential for its share price remains very limited at present. Clarity of the investment case also remains limited for now. Investors and the company itself remain in a wait-and-see mode. ANTA Sports plans to acquire a significant stake. The size of the package will exceed twenty-nine percent of shares. The deal is expected to close by the end of the current year. This limits downside risks but rules out strategic action. ANTA's track record in company turnarounds is mixed. Puma lacks the broad momentum of a strong brand. The company also lacks the strength of wide distribution. Puma lacks consistency in strategy execution. The investment bank is closely tracking the actions of all players.
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This material is prepared exclusively for informational purposes and does not constitute financial advice or a recommendation.