Agenda-setting intelligence, analysis and advice for the global fashion community.

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.

Models wearing trainers — Demand for franchises like the Samba and Gazelle helped Adidas grow sales — and profit — in the years following the catastrophic Yeezy termination. (Adidas)

Bloomberg

24 June 2024

BoF PROFESSIONAL

No matter how Germany fares during Euro 2024 over the coming three weeks, an era of sorts will end for the host country’s football team and one of its best-known brands: Die Mannschaft will play its last European championship tournament match in

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

Adidas Opens Fraud Probe in China After Whistleblower Letter

Adidas AG is investigating allegations of corruption in China after receiving an anonymous letter exposing potential compliance violations by some employees.

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.

Op-Ed | How Long Can Adidas Surf the ‘Terrace’ Trend?

As a push to maximise sales of its popular Samba model starts to weigh on its desirability, the German sportswear giant is betting on other retro sneaker styles to tap surging demand for the 1980s ‘Terrace’ look. But fashion cycles come and go, cautions Andrea Felsted.

In This Article

Topics

Retail:Activewear

People

Bjorn Gulden

Organisations

Adidas

Is Quince Really Worth $10 Billion?

From $50 cashmere to Dom Pérignon champagne, the everything store for the aspirationally bougie is outrunning the ghosts of DTC past.

Why Strong Retail Sales Aren’t Leading to More Retail Jobs

A disappointing US employment report surprised economists and investors, but was old news for the apparel sector, where the labour market has stagnated for years.

BoF Masterclass | The State of Fashion 2026

Join us on Tuesday, March 17 at 15:00 GMT / 10:00 EST for the next BoF Professional Masterclass on The State of Fashion 2026.

Pete Nordstrom on the Enduring Power of Retail’s ‘Best Mousetrap’ | The BoF Podcast

Nordstrom’s co-CEO and president joins Imran Amed to discuss the retailer’s 125-year history, why he believes the department store model still works and how taking the company private is shaping the company’s next chapter.

Trump Signs Order to Combat Fraudulent ‘Made in America’ Labels, White House Says

The executive order directs ⁠the FTC chairman to prioritise enforcement of existing laws against sellers and manufacturers who falsely claim products are made in America.

Oil Market Set for Tumultuous Week as Kharg Attack Raises Stakes

Global oil markets face turmoil after a US attack on Iran's main export hub heightened risks to supply across the Middle East.

This Week: The Oscars Bring Red Carpet Season to a Close; Lululemon Adrift

The 98th Academy Awards, and Vanity Fair’s revamped after-party, bring luxury brands’ red-carpet strategies to a crescendo. Plus, Lululemon reports quarterly results with the CEO job still vacant.

The Season That Was: Signals From Fashion’s Front Lines

From the impact of the war in the Middle East to the future of Saks to the Kering conundrum, Imran Amed shares his intel and insight from the trenches of the latest ‘fashion month.’

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.

CONNECT WITH US ON

News & Analysis

Topics

More

Careers

Community

Subscribe

About Us