Against this background and with the approval of the Supervisory Board, the Executive Board of adidas AG has decided today to launch a new share buyback program in the second half of 2021. Starting on July 1, 2021, the company plans to buy back shares worth up to € 550 million until the end of the year. Taking into consideration the dividend payment of € 585 million which was made in May, the total amount of cash which the company will return to its shareholders in 2021 is expected to exceed € 1 billion. 

“The decision to resume our share buyback activities reflects adidas’ strong financial profile, our positive outlook for the current year and the successful start to our new strategy ‘Own the Game’,” said Harm Ohlmeyer, CFO of adidas. “While we are increasing our investments into our brand, our direct-to-consumer channel as well as the digital transformation of the company, adidas is becoming a more free cash flow generative business than ever before.”