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      考研英语水平的进步，不仅要记单词，还需要阅读外语文献等资料。接下来，小编为2024考研者们，整理出——2024考研英语同源外刊5月:阿迪达斯为什么打不过耐克?供考生参考。

2024考研英语同源外刊5月:阿迪达斯为什么打不过耐克?

A few years ago it appeared as though Adidas might challenge Nike for the title of the world’s biggest maker of sportswear. The American giant was well ahead, to be sure. But its three-striped German rival had pep in its step.

几年前，阿迪达斯似乎有可能挑战耐克，成为全球较大的运动服饰制造商。毫无疑问，如今这家美国巨头处于遥遥领先的地位。但它的三条纹德国竞争对手也曾迈出过充满活力的步伐。

Under Kasper Rorsted, who took over as chief executive in October 2016. Adidas’s revenues shot up—by a cumulative 30% or so in the first three years of his stewardship.

2016年10月，卡斯珀·罗思德出任阿迪达斯首席执行官，在他治下的头三年里，阿迪达斯的收入累计增长了30%左右。

A lucrative deal from 2013 to make and sell trainers designed by Kanye West, an American rapper, was paying off handsomely; by 2021 Mr West’s Yeezy line contributed 12% of Adidas’s overall shoe sales. In August that year the company’s market capitalisation reached €67bn ($79bn), more than twice what it had been five years earlier.

自2013年起，与美国饶舌歌手坎耶·韦斯特达成的利润丰厚的合作(即制造并销售由韦斯特设计的运动鞋)为公司带来了可观的回报;到2021年，韦斯特的 Yeezy 系列贡献了阿迪达斯鞋类总销售额的12%。同年8月，阿迪达斯市值达到670亿欧元(约合790亿美元)，是5年前的两倍多。

Today Adidas looks like an also-ran. Revenues were more or less flat in the final three months of 2022. year on year. The company disclosed a quarterly operating loss of €724m.

如今，阿迪达斯看起来像个失败者。其2022年后三个月的收入同比基本持平。该公司披露季度经营亏损7.24亿欧元。

Far from catching up, it is falling further behind Nike, which on March 21st reported quarterly sales of $12bn, 14% higher than the year before and twice those of Adidas, and boasts cushy 13% operating margins worthy of its Air soles.

阿迪达斯非但没能迎头赶上，反而进一步落后于耐克。3月21日，耐克公布的季度销售额为120亿美元，较上年增长14%，是阿迪达斯的两倍，其经营利润率达13%，与Air soles不相上下。

Adidas’s market value is back down to €25bn, one-seventh that of Nike. Investors today appear to have more confidence not just in the swoosh but in Puma, Adidas’s smaller domestic rival.

阿迪达斯的市值回落至250亿欧元，仅为耐克的七分之一。如今，投资者似乎不仅对耐克 swoosh 更有信心，而且对阿迪达斯规模较小的国内竞争对手彪马也更有信心。

Some of Adidas’s cramps are the result of factors beyond its control. Inflation pushed up supply-chain costs. The company had to wind down its sizeable business in Russia after the country’s warmongering president, Vladimir Putin, sent tanks into Ukraine in February 2022. provoking an exodus of Western firms from the Russian market.

阿迪达斯的一些问题是其无法控制的因素造成的。通货膨胀加大了供应链成本。2022年2月，好战的俄罗斯总统弗拉基米尔·普京派遣坦克攻入乌克兰，引发了西方公司逃离俄罗斯市场的狂潮，阿迪达斯也不得不逐步缩减其在俄罗斯的庞大业务。

And the increasingly erratic behaviour, including anti-Semitic outbursts, of Mr West (who now insists on being called Ye) led Adidas to cut ties with him in October last year. That left it with millions of unsold pairs of Yeezys, worth some €1.2bn.

韦斯特(如今改名为 Ye)越来越古怪的行为(包括反犹言论)导致阿迪达斯在去年10月切断了与他的联系。这给该公司留下了数百万双未售出的 Yeezys 鞋，价值约12亿欧元。

Unless these are somehow repurposed, the company expects to end 2023 with its first annual operating loss in 30 years, of perhaps €700m. The prospect of a recession in Europe and North America, and uncertainty over China’s economic recovery, present another drag.

除非这些鞋以某种方式被重新利用，否则阿迪达斯预计到2023年底将出现30年来的首次年度运营亏损，亏损额或达7亿欧元。而另一个拖累因素则是欧洲和北美经济衰退的前景以及中国经济复苏的不确定性。

 

重难点词汇：

lucrative [ˈluːkrətɪv] adj. 生利的;赚钱的

warmongering ['wɔˌmʌŋɡəriŋ,mɔŋ-] adj. 好战者的

exodus [ˈɛksədəs] n. 大批离开

      综上是“2024考研英语同源外刊5月:阿迪达斯为什么打不过耐克?”，希望对备战2024考研考生们有所帮助!让我们乘风破浪，终抵彼岸，考研加油!

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