Read Our Latest Case Study
Dear Reader, After facing a plunge in sales in 2022 from the end of its Yeezy sneaker partnership, Adidas has mounted one of the more remarkable turnarounds in recent fashion history. Just two years later, Adidas is thriving. In October 2024, the company raised its forecasts for the third time in the year, projecting approximately 10 percent growth in revenues and profits of €1.2 billion. It had won back the confidence of investors, too, with its share price more than doubling.
In our latest case study, "The Strategy that Brought Adidas Back from the Brink," BoF's sports correspondent Daniel-Yaw Miller spoke to CEO Bjørn Gulden and other top executives in a series of conversations at Adidas' German headquarters to understand how internal shifts, a series of bold decisions on products like the Samba sneaker and a move to re-centre the brand around athletes helped lift the sportswear giant from its historic slump.
To learn more, read the full case study now. |
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| | Live Video Call – How Adidas Mastered an Unlikely Comeback
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Wednesday, October 30, 2024
17:00 GMT / 13:00 EDT |
Join us for our next live video call for Executive Members, as report author Daniel-Yaw Miller and technology correspondent Marc Bain share their insight on the strategies behind the company's remarkable turnaround. 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. Sign up now. |
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| AGENDA-SETTING INTELLIGENCE, ANALYSIS AND ADVICE FOR THE GLOBAL FASHION COMMUNITY. |
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