The new Adidas CEO is planning to overhaul struggling fitness brand Reebok and keep up the focus on reviving the main Adidas business in North America as he dampened expectations for 2017, according to Reuters on Thursday.
Adidas shares fell more than 8 percent as momentum eased in the third quarter and Chief Executive Kasper Rorsted said growth would slow next year. The shares had risen two thirds this year after the company raised its 2016 outlook four times to trade at a big premium to U.S. rival Nike.
Rorsted, who took over last month, told journalists he does not expect Adidas to reproduce the same revenue and profit growth next year after soaring demand for Superstar sneakers and Ultra Boost running shoes put it on course for a record 2016.
Adidas will take one-time costs to strengthen future growth, plus around 30 million euros ($33 million) for restructuring at Reebok. He also warned that the likely sale of its golf business at a loss could hit fourth-quarter earnings.
Rorsted, who joined from consumer goods company Henkel, said his initial priorities were to continue the firm's turnaround in North America and to strengthen online capabilities. He will give more details on strategy with full-year results on March 8 and at an investor day on March 14.
His first major decision so far was to redefine how the group is organized in the key U.S. market, making Reebok independent of the core Adidas brand, moving 650 staff to a new location in Boston, cutting 150 jobs and accelerating store closures.
Rorsted noted that Reebok's growth and profitability were still well below the group's average: "It is now time to get back to the gym and redouble our efforts on Reebok."
Some investors have suggested that Rorsted should consider selling Reebok, which former boss Herbert Hainer bought in 2005 as Adidas tried to catch up with market leader Nike, but repeatedly refused to sell despite its poor performance.
Rorsted declined to speculate on the future of Reebok - which accounts for about 10 percent of group sales - beyond the restructuring, but said every part of the company had to contribute to results.