On April 30, Adidas reported its first-quarter 2024 financials. Global revenue reached $6.11 billion (5.458 billion euros), up 8% YoY, with an operating profit of $376.32 million (336 million euros) and a gross profit margin of 51.2%, surpassing expectations. Greater China, a key market, contributed $1.01 billion (900 million euros) in revenue, marking four consecutive quarters of growth since Q2 2023. Adidas attributes this success to its focus on sports, leading fashion trends, and catering to Chinese consumer preferences.