Founded: 1949
Headquarter: HERZOGENAURACH (DE)
Employees: 62,000
2024 Revenues: €23.683 BN
Stock Exchange: ADS

Needless to say, ‘Liberation Day’, or the day Donald Trump announced his tariffs, was very bad for Adidas. Between Wednesday 2 April (Liberation Day) and the close of markets on Friday 4 April, the share price lost nearly 11% on the Frankfurt exchange. It is worth noting that, like most sporting goods manufacturers, Adidas makes a large portion of its products in Vietnam and Cambodia, which would have been subject to a 46% and 49% tariff respectively had the US President not suspended his ‘reciprocal’ customs duties on 9 April.

Before Trump’s blow to the markets, Adidas was doing very well, while its competitor Nike was sluggish. Driven by vintage trends that have boosted sales of its flagship models (Samba, Gazelle, Stan Smith and others), Adidas generated €23.7 billion in revenue in 2024, up 11% compared to 2023. The company is now in the green, with an operating profit of €1.3 billion, after a loss of €268 million a year earlier. 2023 was significantly affected by a split in late 2022 between the brand and controversial rapper Kanye West, who was accused of making anti-Semitic remarks. This put an end to the lucrative Yeezy brand collaboration.

During the presentation of the 2024 numbers in March of this year, Adidas was optimistic about 2025, predicting two-figure growth in 2025 and a total profit between €1.7 billion and €1.8 billion. But Trump’s tariffs were unexpected. Adidas produces 39% of its shoes in Vietnam. And the German brand isn’t the only one that depends on Vietnam: Nike produces half of its trainers in Vietnam, Puma produces 35% and Converse 40%. Costs will be steep for all of these shoemakers. Most analysts recommend keeping shares while waiting for more clarification.

Founded: 1889
Headquarter: MUNICH (DE)
Employees: 158,000
2024 Revenues: €179.8 BN
Stock Exchange: ALV

"In 2024, Allianz delivered another set of record financial results," announced Oliver Bäte, CEO of the insurance giant, during the company’s annual presentation. This robust performance has not gone unnoticed by financial markets. Over the past year, Allianz’s share price has risen by almost 30%, with half of analysts maintaining a ‘long’ position on the stock.

Founded: 1865
Headquarter: LUDWIGSHAFEN AM RHEIN (DE)
Employees: 112,000
2024 Revenues: €65.26 BN
Stock Exchange: BASF

Quite the giant. With €65.3 billion in revenue in 2024, German giant BASF remains the global leader in the chemical industry. But in recent years, the group has suffered from increased energy prices in Germany, which eats away at its competitiveness. To counteract that, the company plans to close or sell off some of its factories.

Founded: 1882
Headquarter: HAMBURG (DE)
Employees: 20,000
2024 Revenues: €9.85 BN
Stock Exchange: BEI

All the numbers are in the green. In 2024, Beiersdorf had a record year with revenue of €9.85 billion (+4.3% compared to 2023) and EBIT of €1.32 billion (+20%). These results are driven by the company’s flagship brands, such as Nivea creams and Hansaplat plasters. However, the share price has struggled since the start of 2025 – and particularly since 2 April – due to uncertainties surrounding exports to the United States.

Founded: 1774
Headquarter: NEUSTADT (DE)
Employees: 5,500
2024 Revenues: €1.8 BN
Stock Exchange: BIRK

Long seen as the footwear of German tourists on a beach holiday, the famous sandal brand Birkenstock is now in vogue after Margot Robbie wore a pair in the Barbie film. Now cool, Birks went public on Wall Street in October 2023. Since the IPO, the share price has gone up 30%. A considerable advantage in the current environment: Birkenstock sandals are produced primarily in Germany.