????德國體育用品制造商阿迪達斯公司（Adidas AG）下調了利潤預期，并將2015年的戰略目標延后，因為公司最大的兩筆投資——高爾夫與俄羅斯市場，均表現低迷，而歐元的強勢也侵蝕了其海外業務的利潤。

????阿迪達斯表示，公司預計高爾夫業務增長速度無法達到預期，將削減其TaylorMade-adidas業務的日常開支和庫存。TaylorMade-adidas是全球最大的高爾夫球桿、球袋和配件制造商。

????此外，阿迪達斯還表示，俄羅斯盧布的“走勢變化”以及“因該地區當前的緊張局勢造成的消費者情緒與消費者支出風險”令公司在俄羅斯的市場前景嚴重受損。阿迪達斯曾期望俄羅斯市場能夠在明年實現穩健增長。因此，阿迪達斯表示，公司將減少預定的開店數量，并加快關閉部分店鋪。公司原計劃今年在俄羅斯新開約100家店鋪，使其連鎖店總數增加10%。

????歐盟因烏克蘭沖突對俄羅斯實施的制裁，尚未對阿迪達斯造成影響，但在今年第一季度，盧布兌歐元匯率下跌超過10%，雖然第二季度有小幅回升，但隨著該地區經濟與政治局勢的惡化，盧布兌歐元的匯率正在急劇下跌。這種情況降低了阿迪達斯在俄羅斯出售的所有商品的歐元價值。

????在全球體育用品行業，阿迪達斯是耐克公司（Nike Inc.）最大的競爭對手。之前，阿迪達斯曾警告業績將出現下滑，上周，公司股票一度暴跌。而在周四，由于公司未能提出任何令人信服的措施以扭轉頹勢，公司股票繼續下跌。自六月底以來，阿迪達斯股票的累計跌幅達到24%，創兩年來的新低。

????第一季度凈利潤和上年同期相比下跌27%，為3.48億歐元，收入下跌2%，為69.98億歐元。在調整匯率波動后，收入下跌幅度增加到5%。公司之前預計，今年的銷售額將增長10%，但現在，公司預計漲幅僅為“5%左右”。由于需要清理庫存，公司預計營運利潤率為6.5%到7%之間，而不是之前預測的8.5% - 9%。

????阿迪達斯首席執行官赫爾伯特?海納在一份聲明中表示：“2014年剩余時間，我們的首要任務是保持關鍵產品和市場的發展勢頭，采取矯正措施，保證未來收益的穩定。”

????雖然未來預期一片暗淡，但其中也有幾處亮點。阿迪達斯在本屆世界杯上大獲成功，冠軍德國隊和亞軍阿根廷隊均采用了阿迪達斯的裝備。受此推動，阿迪達斯品牌產品的銷量在第二季度增長了14%。

????此外，公司與英國足球俱樂部曼聯隊（Manchester United）簽訂了為期十年的合作協議。曼聯的商品銷售額在足球界首屈一指。（財富中文網）

????翻譯：劉進龍/汪皓

????German sports equipment maker Adidas AG slashed its profit forecast and postponed its strategic targets for 2015, as two of its biggest bets–golf and Russia–turned sour and the euro’s strength ate into the profits of its overseas businesses.

????The company said it no longer expected golf to grow as much as it had thought, and that it would act to cut overheads and inventory at its TaylorMade-adidas business, the world’s biggest maker of golf clubs, bags and accessories.

????In addition, it said a “trend change” in the Russian ruble, along with “increasing risks to

????consumer sentiment and consumer spending from current tensions in the region,” had significantly weakened the outlook for Russia, a market which it had expected to deliver solid growth for years to come. As a result, Adidas said, it will cut the number of planned store openings and accelerate some store closures. The company had originally intended to open around 100 new stores in Russia this year, growing its chain by 10%.

????Adidas hasn’t been affected yet by E.U. sanctions on Russia over the Ukraine conflict, but the ruble fell over 10% against the euro in the first quarter of the year and is now quickly losing what little it recovered of that in the second quarter, as the economic and political situation deteriorates. That reduces the euro-value of everything Adidas sells in Russia.

????Shares in Adidas, the biggest rival to Nike Inc. in the global sports business, had already fallen sharply last week after the company warned that it would release weak results. But they continued to fall Thursday as the company failed to present any convincing measures to turn performance round. They’re now down 24% since the end of June, at a two-year low.

????Net profit for the first half fell 27% from a year earlier to €348 million, while revenues fell 2% to €6.998 billion. Adjusted for currency swings, they were up 5%. The company had originally predicted sales would grow nearly 10% this year, but now expects them to grow by “a mid-single-digit amount.” Operating margins, meanwhile, are now expected to be between 6.5% and 7% instead of 8.5%-9%, due largely to the need to clear inventory.

????” For the remainder of 2014, our priority is to sustain the momentum we have in key categories and markets, and take corrective steps to bring more stability to our future earnings,” chief executive Herbert Hainer said in a statement.

????For all of the gloom, there were still bright spots. Adidas had a particularly successful soccer World Cup, supplying both the champions, Germany, and runners-up Argentina with kit. That helped sales of Adidas-brand products to a 14% rise in sales in the second quarter.

????In addition, the company has since signed a 10-year partnership deal with Manchester United, the English club that habitually has some of the biggest merchandise sales in the world of soccer.