# Adidas shares slide record 17% as profit miss taints sales upgrade

> **Open Intelligence Dossier** · First detected: 2026-07-30 12:07 UTC · Category: Business

## Executive Summary
5 news sources are covering this Business story right now — PULSE is tracking how fast it spreads.

## Intelligence Brief
"Adidas shares slide record 17% as profit miss taints sales upgrade" is generating significant coverage in the Business category, with 5 articles from 5 distinct sources tracked by PULSE so far.


Outlets currently covering the story include Financial Times, finance.yahoo.com, Bloomberg and WSJ. PULSE measures a story's velocity from how quickly new articles appear and how many independent newsrooms join the coverage.


This brief was generated by PULSE's extractive engine from coverage metadata only. The latest headlines from every source are listed below; the velocity chart shows how the story is developing in real time.

## Multi-Source Evidence Table
| Source Outlet | Headline | Verification URL |
|---|---|---|
| Financial Times | Adidas shares drop 17% after profits hit by World Cup marketing spend | [Source Link](https://news.google.com/rss/articles/CBMihAFBVV95cUxPWXhWY2dIWFpjazhrR2ZlWVlvVHM0bF85YXFCWUlJUlBHSWlVRFlGcm5IZjFjdGFsRGJqVmUtenJRSW1rd0tONVpBMGJHZF9yU09fekZyVFdmclNzZ3dQeTFFY05FMnIzbWRYXzZSclZ1YVUyRm5JbE03QjFqVzhPTHJyZy0?oc=5) |
| finance.yahoo.com | Adidas Announces ‘Unbelievably Strong’ Q2, Raises Guidance | [Source Link](https://news.google.com/rss/articles/CBMipwFBVV95cUxQZDZkb1FwOWxaM2dvNVlrbUtUcFRMZUoyZGF6R3dWcndqb25ESzlqZXRMUm5ZQkVLUGlqUmZyUV9jX01nU19ENVhWY3JGdjZFd0xpWTNNeTdhVWg3RDU3TzBxN19OUzRiOHR2NnVBSTJIVlVvS3pNLUhLaUE3b1ZfRWdxV3RnT0tGSXZiSDBtVC1LRjNBSFhTMS11TWkzdXJoTFVXMWhsVQ?oc=5) |
| Bloomberg | Adidas Profit Disappoints on Jump in World Cup Marketing Spend | [Source Link](https://news.google.com/rss/articles/CBMiswFBVV95cUxPTUFKV3pqdDUySWRpWERRRGRxc3FjS2h3c2o0Y3RFSnI2d1QxUmJma1kwaThoMFlVUWxKMklyQVZJaE0tN3h2dFpjbmpIcElTelp4Sk1TSTJRNWk4aklGVUUyaTkzYnU4Z0h3RktXcmg1aTlGbmYzWU1haUJTclQ2US10TVZ4NWlmQTVEU0N2NzlrQlZDNENwRWMzU3RlNG9DRGxfMU5zb3ZpVmlRbzhCSFZncw?oc=5) |
| WSJ | Adidas Shares on Course for Record Drop as World Cup Spend Eats Into Earnings | [Source Link](https://news.google.com/rss/articles/CBMinAFBVV95cUxOcFdFZmZsUlBCZVBOYmo1dC1zS3VSVHplalVxdEFOX3E3Y2xlM1NMNElfalBCcnpZTWZPcGplaEhiLWRJSmFrNHdjSklWNzRXeGVySFBqbENJRTVCQWRmem1UbTZQYU9IRlN5aXBRWHZMQVdoS1pCcTVjSHdhOC1pWm94UTdfdmREeTdFWHllMFo5dmN6N05fcWo3OFI?oc=5) |
| Reuters | Adidas shares slide record 17% as profit miss taints sales upgrade | [Source Link](https://news.google.com/rss/articles/CBMimAFBVV95cUxPZXdWMDI5LUZWaFRNeXZ3MkYyUFZSeTBkTEVEMEJpS0UxT2U4N1djeHNqTHkyQ3lDNHdXWDBMeWVnaTdvZG54bUhtZDJGMzJESjVXbUwxZGM1RTgxbUJTU1YtUThGMjhCRDFNUzNkNnpQNWdUUFduZHg2TEhDNTFKQzRLcFF4LU1tdkJ5alJMN2dBREFmRUZJdQ?oc=5) |

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*Canonical Source: https://pulse.byoviral.com/trend/2026-07-30/adidas-shares-slide-record-17-as-profit-miss-taints-sales-upgrade*