Adidas -17%: EBIT miss signals margin cycle turn
Adidas's Q2 results were operationally split: revenue came in slightly above consensus, but EBIT landed materially below expectations, triggering one of the steepest single-day declines for the stock this year. The market's read is that Adidas's cost structure hasn't normalized to the degree the valuation implied — elevated SG&A and supply chain costs are eating the top-line beat. For the DAX, this is a warning shot ahead of other consumer-goods reporters: the premium multiple placed on post-Yeezy recovery has reset. Puma and Hugo Boss face similar earnings-multiple risk if their own Q2 margins disappoint.
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