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https://www.barrons.com/articles/adidas-comeback-plan-china-messi-and-no-more-yeezy-c4a8c000

Adidas’ Comeback Plan: China, Messi, and No More Yeezy

By
Teresa Rivas
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Illustration by Elias Stein

Adidas has committed some unforced errors in the past, but at least one analyst thinks that a hat trick is at hand. Bernstein analyst Aneesha Sherman upgraded the German sportswear giant to Outperform from Market Perform this past week, raising her price target to 190 euros ($204.50) from €155. “Adidas brand heat languished through 2022,” Sherman wrote. “Now we are seeing it heat up again.”

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