Adidas Moves to Reopen Clothing Supplies to Russia With UAE Sourcing
Recent reports indicate that Adidas plans to restart clothing deliveries to Russia after December 7, 2024. A Telegram channel cited by Puree and later echoed by Mash News describes a path forward that relies on imports routed through the United Arab Emirates. The plan reportedly avoids official Adidas brand stores inside Russia, suggesting a channel-led rollout rather than a formal nationwide relaunch by the brand itself.
The channel states that Adidas products will be available at prices higher than the average market level in Russia. The explanation given ties this pricing to logistics, route selection, and the privileges associated with the return of supply after an extended pause. In addition to pricing concerns, the channel mentions a controlled product assortment at Russian retail locations, with Adidas items not accounting for more than 60 percent of the offered stock. The remaining inventory would comprise products from other brands.
Mash News adds that the operation is expected to hire many former Adidas employees. The workers would not automatically receive the same corporate discounts they had before, and the proposed wage for a standard 40 hour workweek is around 52 thousand rubles before taxes. This figure reflects the adjustments typically seen when brand operations resume after a prolonged suspension and when staff transitions occur as part of chapter changes in local distribution networks.
Adidas paused its activities in Russia in the spring of 2022 in response to Western sanctions. Since then, several European footwear brands have moved toward a partial return to the Russian market in phases, with varying levels of brand autonomy and local partnerships. Observers note that the pace and structure of these returns are influenced by regulatory considerations, logistics implications, and consumer expectations.
Historically, surveys of Russian consumers have shown mixed expectations about refunds and availability of Western-brand products during periods of market adjustment. As European brands explore reentry, many shoppers weigh price, authenticity, and service quality when deciding where to purchase and what brands to trust. The evolving marketplace in Russia continues to respond to shifts in policy, currency stability, and the broader global supply chain context.