Priorities · adidas · Free Cash Flow

Where should management spend its next 30 minutes?

Every planning driver, ranked by what it would take to move it and what moving it is worth. The order is not by size: an exposure management cannot influence inside the year ranks below a smaller one it can, because attention is a budget and it should be spent where it converts into an outcome.

Planning drivers ranked by management priority, showing financial exposure, materiality, uncertainty and controllability.
DriverMaterialityUncertaintyControlExposure
ActMaterial and within management's control · 2 drivers · €865m
Working capitalWorking Capital · Head of TreasuryHighLowHigh€640m
EBITDA marginMargin · CFOHighMediumMedium€226m
ReviewModerate exposure, controllable · 1 driver · €60m
CapexInvestment · CFOMediumLowHigh€60m
MonitorWatch — too small, or not management's to move · 2 drivers · €125m
Effective tax rateTax · Head of TaxMediumHighLow€70m
Ranked on controllability: the exposure is medium, but management has little influence over effective tax rate inside the horizon. Worth watching; not worth a workstream.
Revenue growthCommercial · Chief Commercial OfficerLowMediumMedium€55m

How this ranking is produced

Financial materialitycomputed

The swing in free cash flow (€millions) when the driver moves across its plausible range, with every other driver held at plan. Produced by re-running the forecast at each end of the range, not by a coefficient.

Uncertaintydeclared

The inverse of the driver's disclosure confidence, which the client pack states and justifies. An assumption the company guided to explicitly is a firmer input than one carried forward because no guidance existed.

Controllabilitydeclared

How far management can move the driver inside the planning horizon. This is a judgement recorded in configuration — it cannot be derived from financial statements, and pretending otherwise would be the least defensible thing this engine could do.

Exposure of €150m or more is High (14% of plan free cash flow); €60m or more is Medium (6%); below that, Low.EUR 150m is roughly 14% of plan free cash flow — a number that would change the capital allocation conversation. EUR 60m is where it becomes worth a review rather than a note.

The rule that converts the three axes into a priority band.
WhenPriorityWhy
Materiality is LowMonitorToo small to compete for management attention, whatever else is true of it.
Controllability is LowMonitorAttention is a budget. An exposure management cannot move does not convert into an outcome.
Materiality High and Uncertainty HighCriticalLarge, unresolved, and movable — the highest return on management time.
Materiality HighActLarge exposure on a reasonably firm assumption, and controllable.
OtherwiseReviewModerate exposure, controllable — worth a look, not an escalation.

What this ranking is not

  • Exposures are one-at-a-time: each driver is swung with the others held at plan, so interaction effects are not captured.
  • Uncertainty and controllability are declared judgements, not measurements. They are auditable in the client pack, but they are opinions.
  • The priority categories are an ordering device for management attention, not a probability or a risk score.