Despite the beat, Adidas’s operating profit came in at €574 million, below expectations of €623 million. This was predominantly down to the brand’s major World Cup marketing spend, which ate into the quarter’s margin. In the second quarter, apparel revenues increased 35%, with double-digit growth in the Football and Originals categories. “Being the CEO of Adidas is a privilege, but being the CEO of Adidas during a World Cup is even better,” Gulden told investors. Despite the impact of World Cup marketing spend on profits, the brand was one of the most talked-about of the tournament.