You are invited to join us for our next live video call for Executive Members on Wednesday, October 30 with BoF's sports correspondent Daniel-Yaw Miller and technology correspondent Marc Bain, as they discuss the topic in our upcoming case study, "The Strategy that Brought Adidas Back from the Brink."
Following a series of conversations with Adidas CEO Bjørn Gulden, and other top Adidas executives, Daniel and Marc will share their insight on the strategies behind the company's remarkable turnaround.
When Gulden walked into Adidas in January 2023 as its new CEO, the brand was in crisis. Months earlier, it had terminated its partnership with Ye (formerly Kanye West) and announced it would end its collaborative Yeezy line, which accounted for more than eight percent of Adidas' annual sales. Equally damaging was the fact that Yeezy footwear drove Adidas' connection to sneaker culture and lifestyle consumers in the key North America and China markets, where sales were slowing.
At the same time, insiders believed the company had lost its way under previous management, becoming too risk-averse and veering away from its core purpose as a sports brand.
Gulden seemed to be facing an insurmountable task. But just two years later, Adidas was thriving, buoyed by the soaring popularity of its retro "terrace" sneakers, big wins with its new performance products and a renewed focus on the company's sporting essence and connections with some of the greatest athletes of all-time.
Created for Executive Members, live video calls give you the opportunity to discuss the latest industry trends and market movements with BoF's expert journalists and a decision-making community of like-minded peers.
Become an Executive Member now to join the call on Wednesday, October 30 at 5pm London time, 1pm in New York.
You will receive the Zoom registration link for the call in your welcome email after joining as an Executive Member.
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