外刊双语：阿迪达斯与侃爷终止合作，运动品牌困境仍存在？

原文标题：
Sportswear
Trainer trouble
The industry’s giants are running into hurdles
运动装
运动鞋的困境
运动品牌巨头们正遇到难关

Misbehaving rappers are not the only problem
说唱歌手的不端行为不是唯一的问题

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FOLLOWING A SERIES of anti-Semitic outbursts in October, Kanye West, a rapper and fashion entrepreneur (who insists on being called Ye), bragged that Adidas would never get rid of him.
继10月一系列反犹太主义风波后，说唱歌手兼时尚企业家坎耶·韦斯特（被称为“Ye”）吹嘘说，阿迪达斯永远摆脱不了他。

Within days, the German sportswear giant proved him wrong, ending a lucrative seven-year relationship.
几天之后就打脸了，这家德国运动服品牌巨头与他终止了获利颇丰的七年合作关系。

Mr West’s line of Yeezy sneakers added €1.5bn ($1.5bn) to Adidas’s revenues in 2021, or 12% of its entire shoe business.
2021，坎爷的椰子运动鞋系列为阿迪达斯的营收增加了15亿欧元（15亿美元），占其整个鞋子业务的12%。

After the announcement, the company’s share price fell to lows unseen since 2016. On November 9th Adidas cut its profit forecast for the fourth time this year.
公告发布后，该公司股价跌至2016年以来的最低点。11月9日，阿迪达斯今年第四次下调了盈利预期。

The previous day it had named a new chief executive, Bjorn Gulden, to clean up the mess.
前一天，该公司任命了一位新的首席执行官比约恩·古尔登来收拾残局。

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Mr Gulden, who had helped turn round Adidas’s German arch-rival, Puma, will have to deal with more than just misbehaving pop stars.
古尔登先生曾帮助“阿迪达斯”的德国对手“彪马”成功翻盘，现在他面临的问题的不仅仅是行为不端的流行歌手。

Much like the rest of the global sportswear industry, which earns revenues of $300bn a year, Adidas is battling post-pandemic supply-chain glitches, inflation-fuelled cost increases and an economic slowdown in its biggest markets.
全球运动服装行业年收入为3000亿美元。阿迪达斯与其他运动服装行业一样，正与疫情后供应链故障、通货膨胀导致的成本上涨以及其最大市场的经济放缓的难题较量。

Even the football World Cup, which kicks off on November 20th in Qatar, is unlikely to offer the usual sales boost, as many shoppers pinch pennies.
即使是11月20日在卡塔尔开幕的世界杯足球赛，也不太可能像往常一样提振销量，因为许多购物者都在勒紧裤腰带过日子。

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Sportswear firms’ most immediate problem concerns their inventories.
运动服装公司当务之急是要解决库存问题。

As quarantined consumers snapped up hoodies and tracksuit bottoms, the companies ramped up production of athleisure wear.
由于被隔离的消费者抢购连帽衫和运动裤，这些公司加大了运动休闲服装的产量。

In June last year Nike, the industry’s American heavyweight, confidently forecast annual revenue growth of 10% or so until 2025 and sales that year of $50bn.
去年6月，美国重量级运动企业“耐克”自信地预测，到2025年，年收入将增长10%左右，届时销售额将达到500亿美元。

Instead, the firm is slashing prices to dump unsold stock. It now expects revenues to grow by 5% or so a year.
相反，该公司正在降价抛售未售出的库存。现在公司预计年收入增长率为5%左右。

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A longer-term problem is managing the move away from sports and towards fashion.
一个更长远的问题是如何把运动品牌成功转型为时尚品牌。

Besides making the companies vulnerable to the whims of mercurial pop stars, this has exposed them to competition at both the fashionable end of the market, where luxury labels are peddling trainers, and at the sporting end, where rookie firms offer innovative products that appeal to buyers’ evolving sensibilities about both athletic performance and matters like the environment.
这些公司除了易受善变的流行明星的冲动影响外，它们也面临时尚端和体育端的市场竞争。在时尚市场，奢侈品牌在售卖运动鞋；在体育市场，新秀公司提供创新产品，这些新产品符合买家对运动功能和环境等问题不断变化的鉴赏力要求。

On Running, a Swiss brand in which Roger Federer, a tennis legend, owns a stake, makes its footwear from beans and has launched a subscription service to replace and recycle well-worn kicks.
On Running是一家瑞士品牌，网球传奇人物罗杰·费德勒持有该品牌的股份，该品牌用豆类制作鞋类，并推出了一项订阅服务，可以更换和回收磨损的运动鞋。

In March Lululemon Athletica, an athleisure label, launched its first footwear collection. HOKA claims to have reinvented the running shoe with its signature chunky cushioning.
3月，运动休闲品牌Lululemon Athletica推出了其首个鞋类系列。HOKA声称已经重新研发了具有标志性意义的厚实缓震跑鞋。

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Still, the contest in the fashion market looks like more of a struggle for companies that made their names on the field rather than on the catwalk, notes John Kernan of Cowen, an investment bank.
投资银行Cowen的约翰·克南指出，尽管如此，但对于那些在运动场上而不是在T台上成名的公司来说，时尚市场的竞争看起来更像是一场硬战。

Some are already returning to their sporting roots. Puma’s success under Mr Gulden, a former professional footballer in his native Norway, has a lot to do with focusing on kit for underserved sports, such as cricket and motor racing. Adidas will be hoping for similarly fancy footwork.
一些公司已经回到了他们发源起家的运动领域。彪马在古尔登先生（他曾是挪威的职业足球运动员）的管理下成功翻盘，这种成功与专注于板球和赛车装备等未开发的运动项目有很大关系。但愿阿迪达斯也有类似的花式步法。

（恭喜读完，本篇英语词汇量490左右）
原文出自：2022年11月12日《TE》Business版块。

精读笔记来源于：自由英语之路
本文翻译整理: Irene本文编辑校对: Irene
仅供个人英语学习交流使用。

【补充资料】（来自于网络）
因为反犹太言论导致坎爷与阿迪达斯解约，损失超过10亿美元。据当地时间9日报道，当日，阿迪达斯宣布将全年收益预期从5亿欧元降至2.5亿欧元，同时宣布将继续销售及推出更多Yeezy服装和运动鞋，但将重新为品牌命名。此前，该公司曾称，终止与坎耶的合作关系将对2022年净收入产生约2.5亿欧元的冲击。

【重点句子】（3 个）
Sportswear firms’ most immediate problem concerns their inventories.
运动服装公司当务之急是要解决库存问题。

A longer-term problem is managing the move away from sports and towards fashion.
一个更长远的问题是如何把运动品牌成功转型为时尚品牌。

Still, the contest in the fashion market looks like more of a struggle for companies that made their names on the field rather than on the catwalk。
尽管如此，但对于那些在运动场上而不是在T台上成名的公司来说，时尚市场的竞争看起来更像是一场硬战。