原文標(biāo)題：
Sportswear
Trainer trouble
The industry’s giants are running into hurdles
運(yùn)動裝
運(yùn)動鞋的困境
運(yùn)動品牌巨頭們正遇到難關(guān)

Misbehaving rappers are not the only problem
說唱歌手的不端行為不是唯一的問題

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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.
繼10月一系列反猶太主義風(fēng)波后，說唱歌手兼時尚企業(yè)家坎耶·韋斯特（被稱為“Ye”）吹噓說，阿迪達(dá)斯永遠(yuǎn)擺脫不了他。

Within days, the German sportswear giant proved him wrong, ending a lucrative seven-year relationship.
幾天之后就打臉了，這家德國運(yùn)動服品牌巨頭與他終止了獲利頗豐的七年合作關(guān)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，坎爺?shù)囊舆\(yùn)動鞋系列為阿迪達(dá)斯的營收增加了15億歐元（15億美元），占其整個鞋子業(yè)務(wù)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.
公告發(fā)布后，該公司股價跌至2016年以來的最低點(diǎn)。11月9日，阿迪達(dá)斯今年第四次下調(diào)了盈利預(yù)期。

The previous day it had named a new chief executive, Bjorn Gulden, to clean up the mess.
前一天，該公司任命了一位新的首席執(zhí)行官比約恩·古爾登來收拾殘局。

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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.
古爾登先生曾幫助“阿迪達(dá)斯”的德國對手“彪馬”成功翻盤，現(xiàn)在他面臨的問題的不僅僅是行為不端的流行歌手。

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.
全球運(yùn)動服裝行業(yè)年收入為3000億美元。阿迪達(dá)斯與其他運(yùn)動服裝行業(yè)一樣，正與疫情后供應(yīng)鏈故障、通貨膨脹導(dǎo)致的成本上漲以及其最大市場的經(jīng)濟(jì)放緩的難題較量。

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日在卡塔爾開幕的世界杯足球賽，也不太可能像往常一樣提振銷量，因?yàn)樵S多購物者都在勒緊褲腰帶過日子。

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Sportswear firms’ most immediate problem concerns their inventories.
運(yùn)動服裝公司當(dāng)務(wù)之急是要解決庫存問題。

As quarantined consumers snapped up hoodies and tracksuit bottoms, the companies ramped up production of athleisure wear.
由于被隔離的消費(fèi)者搶購連帽衫和運(yùn)動褲，這些公司加大了運(yùn)動休閑服裝的產(chǎn)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，美國重量級運(yùn)動企業(yè)“耐克”自信地預(yù)測，到2025年，年收入將增長10%左右，屆時銷售額將達(dá)到500億美元。

Instead, the firm is slashing prices to dump unsold stock. It now expects revenues to grow by 5% or so a year.
相反，該公司正在降價拋售未售出的庫存?，F(xiàn)在公司預(yù)計年收入增長率為5%左右。

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A longer-term problem is managing the move away from sports and towards fashion.
一個更長遠(yuǎn)的問題是如何把運(yùn)動品牌成功轉(zhuǎn)型為時尚品牌。

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.
這些公司除了易受善變的流行明星的沖動影響外，它們也面臨時尚端和體育端的市場競爭。在時尚市場，奢侈品牌在售賣運(yùn)動鞋；在體育市場，新秀公司提供創(chuàng)新產(chǎn)品，這些新產(chǎn)品符合買家對運(yùn)動功能和環(huán)境等問題不斷變化的鑒賞力要求。

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，網(wǎng)球傳奇人物羅杰·費(fèi)德勒持有該品牌的股份，該品牌用豆類制作鞋類，并推出了一項(xiàng)訂閱服務(wù)，可以更換和回收磨損的運(yùn)動鞋。

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，運(yùn)動休閑品牌Lululemon Athletica推出了其首個鞋類系列。HOKA聲稱已經(jīng)重新研發(fā)了具有標(biāo)志性意義的厚實(shí)緩震跑鞋。

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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.
投資銀行Cowen的約翰·克南指出，盡管如此，但對于那些在運(yùn)動場上而不是在T臺上成名的公司來說，時尚市場的競爭看起來更像是一場硬戰(zhàn)。

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.
一些公司已經(jīng)回到了他們發(fā)源起家的運(yùn)動領(lǐng)域。彪馬在古爾登先生（他曾是挪威的職業(yè)足球運(yùn)動員）的管理下成功翻盤，這種成功與專注于板球和賽車裝備等未開發(fā)的運(yùn)動項(xiàng)目有很大關(guān)系。但愿阿迪達(dá)斯也有類似的花式步法。

（恭喜讀完，本篇英語詞匯量490左右）
原文出自：2022年11月12日《TE》Business版塊。

精讀筆記來源于：自由英語之路
本文翻譯整理: Irene本文編輯校對: Irene
僅供個人英語學(xué)習(xí)交流使用。

【補(bǔ)充資料】（來自于網(wǎng)絡(luò)）
因?yàn)榉椽q太言論導(dǎo)致坎爺與阿迪達(dá)斯解約，損失超過10億美元。據(jù)當(dāng)?shù)貢r間9日報道，當(dāng)日，阿迪達(dá)斯宣布將全年收益預(yù)期從5億歐元降至2.5億歐元，同時宣布將繼續(xù)銷售及推出更多Yeezy服裝和運(yùn)動鞋，但將重新為品牌命名。此前，該公司曾稱，終止與坎耶的合作關(guān)系將對2022年凈收入產(chǎn)生約2.5億歐元的沖擊。

【重點(diǎn)句子】（3 個）
Sportswear firms’ most immediate problem concerns their inventories.
運(yùn)動服裝公司當(dāng)務(wù)之急是要解決庫存問題。

A longer-term problem is managing the move away from sports and towards fashion.
一個更長遠(yuǎn)的問題是如何把運(yùn)動品牌成功轉(zhuǎn)型為時尚品牌。

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。
盡管如此，但對于那些在運(yùn)動場上而不是在T臺上成名的公司來說，時尚市場的競爭看起來更像是一場硬戰(zhàn)。