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Adidas
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Adidas has mounted one of the more remarkable turnarounds in recent memory after facing a crisis two years ago from the end of its Yeezy business. BoF spoke to chief executive Bjørn Gulden and other members of Adidas’ leadership to unpack how a series of bold decisions on products like its Samba sneaker, a move to refocus the brand on athletes and internal shifts brought Adidas back from the brink.
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.
The sportswear giant’s lifestyle and fashion division is set to release a new campaign and “visual identity” to emphasise the cultural cachet of its Samba, Gazelle and Superstar sneaker franchises.
Marc Bain is Technology Correspondent at The Business of Fashion. He is based in New York and drives BoF’s coverage of technology and innovation, from start-ups to Big Tech.
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