Adidas
How Adidas Engineered Its Big Comeback
Two years ago, Adidas was in crisis after terminating its Yeezy business. But since then, the brand has engineered a remarkable turnaround, led by CEO Bjørn Gulden and the success of its Samba sneakers. Gulden and other Adidas executives opened up about the changes that got the company back on track, and what’s next for the sneaker giant.
How Adidas Engineered Its Big Comeback
Two years ago, Adidas was in crisis after terminating its Yeezy business. But since then, the brand has engineered a remarkable turnaround, led by CEO Bjørn Gulden and the success of its Samba sneakers. Gulden and other Adidas executives opened up about the changes that got the company back on track, and what’s next for the sneaker giant.
Inside Fashion’s Biggest Olympics Ever
Long the marketing domain of sportswear giants, the 2024 Olympic games in Paris are seeing an influx of fashion advertisers who are getting creative in how they capitalise on one of the few remaining events with massive global impact.
Inside Fashion’s Biggest Olympics Ever
Long the marketing domain of sportswear giants, the 2024 Olympic games in Paris are seeing an influx of fashion advertisers who are getting creative in how they capitalise on one of the few remaining events with massive global impact.
Arsenal Partners With Labrum London on 2024/25 Away Kit
Labrum founder Foday Dumbuya is the first independent designer to create an on-field jersey for a Premier League team.
Arsenal Partners With Labrum London on 2024/25 Away Kit
Labrum founder Foday Dumbuya is the first independent designer to create an on-field jersey for a Premier League team.
Athletes Don’t Want Nike or Adidas Anymore. They Want Independence.
Young stars increasingly favour deals with lesser known brands that align with their personal values and allow them to play a bigger role, creatively and commercially.
Athletes Don’t Want Nike or Adidas Anymore. They Want Independence.
Young stars increasingly favour deals with lesser known brands that align with their personal values and allow them to play a bigger role, creatively and commercially.
Adidas CEO Rides Samba Craze to Revive Brand After Ye Debacle
Bjorn Gulden’s reliance on gut instinct has produced some successes already, but investors are wondering how far it will carry the company and whether it could create new vulnerabilities in the future.
Adidas CEO Rides Samba Craze to Revive Brand After Ye Debacle
Bjorn Gulden’s reliance on gut instinct has produced some successes already, but investors are wondering how far it will carry the company and whether it could create new vulnerabilities in the future.
Are Signature Sneakers Still Relevant?
After years of stagnation, the market for signature shoes from basketball stars is heating up again, boosted by a new generation of athletes and fresh challenges to Nike’s dominance from a resurgent Adidas and a host of Chinese brands like Anta and Li-Ning.
Are Signature Sneakers Still Relevant?
After years of stagnation, the market for signature shoes from basketball stars is heating up again, boosted by a new generation of athletes and fresh challenges to Nike’s dominance from a resurgent Adidas and a host of Chinese brands like Anta and Li-Ning.
The Rise of Sportswear’s Challenger Brands, in Four Charts
Nike and Adidas still dwarf the competition in the sportswear category. But a new report shows how their market share is being rapidly eaten away by a collective of newer brands, from On and Hoka to Arc’teryx and Salomon.
The Rise of Sportswear’s Challenger Brands, in Four Charts
Nike and Adidas still dwarf the competition in the sportswear category. But a new report shows how their market share is being rapidly eaten away by a collective of newer brands, from On and Hoka to Arc’teryx and Salomon.
Why Women’s Basketball Stars Are Finally Getting Big Sneaker Deals
Nike’s upcoming launch with WNBA star A’ja Wilson is the latest in a wave of sponsorship and endorsement deals capitalising on the growing popularity of the sport.
Why Women’s Basketball Stars Are Finally Getting Big Sneaker Deals
Nike’s upcoming launch with WNBA star A’ja Wilson is the latest in a wave of sponsorship and endorsement deals capitalising on the growing popularity of the sport.
Adidas Prepares for Samba Slump
As the German sportswear giant taps surging demand for its Samba and Gazelle sneakers, it’s also taking steps to spread its bets ahead of peak interest.
Adidas Prepares for Samba Slump
As the German sportswear giant taps surging demand for its Samba and Gazelle sneakers, it’s also taking steps to spread its bets ahead of peak interest.
This Week, Puig Tries to Break the IPO Curse; Adidas Takes a Victory Lap
The Spanish beauty and fashion conglomerate’s smart acquisitions and diverse portfolio could be a big draw for investors. Plus, Adidas is set to confirm its stellar first quarter.
This Week, Puig Tries to Break the IPO Curse; Adidas Takes a Victory Lap
The Spanish beauty and fashion conglomerate’s smart acquisitions and diverse portfolio could be a big draw for investors. Plus, Adidas is set to confirm its stellar first quarter.