The new boss of Adidas announced plans on Thursday 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.

Adidas shares fell more than 8% 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.

“For the first time in many quarters Adidas reported quarterly numbers that did not beat market expectations. This could cause some short term profit taking,” said DZ Bank analyst Herbert Sturm, who rates the stock “hold.”

 

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.

Henkel - general assembly
The outgoing CEO of Henkel, Rorsted, speaks at the Henkel general assembly in Duesseldorf, Germany, 11 April 2016.Rolf Vennenbernd — picture-alliance/dpa/AP

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.

Getting Reebok into Shape

His first major decision 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, who revamped Henkel’s underperforming U.S. business in recent years, 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% of group sale—beyond the restructuring, but said every part of the company had to contribute to results.

He said that the new structure—with North America President Mark King no longer responsible for Reebok—should help the main Adidas brand focus on extending its recent U.S. revival.

Third-quarter sales rose a currency-neutral 20% in North America, though that was down from the 26 percent growth seen in the second quarter. Both Nike and Under Armour Inc have reported slowing sales in the region.

Net profit rose 15% to 387 million euros on sales up 14% to 5.4 billion euros, compared with average analyst forecasts for 377 million and 5.4 billion respectively.

Adidas reiterated a forecast it raised in July for 2016 currency-adjusted sales to grow at a rate in the high teens, while Rorsted said he expected underlying net income to be at the upper end of guidance for 975 million to 1 billion euros. ($1 = 0.8994 euros)