Adidas: Updating For 2026 With A 'Buy'

2026-01-27 12:10:22 ET

Adidas used to be a holding in my long-term portfolio. If you follow my articles on the company, you can see that I bought at about $85/share in 2022, when the company dropped as low as below $60/share. I did some slight buying following that article (not giving the company any sort of major position in my portfolio, but a 1.5-2% one) which in the short-to-medium term, worked out fairly well. Adidas, as we know now, climbed beyond about $130/share for the ADDYY ADR ticker which is the one I have been covering. In late 2024, together with other exits, I also exited Adidas, keeping only what I consider or call a "watchlist position" (a couple of shares, less than 0.15% of my total). I rotated because a combination of short-term upside, and because I saw challenges in Adidas' (as well as Nike (NKE) and other footwear companies), and didn't want to be part of the further journey....

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