While Nike fumbled cultural relevance, Adidas doubled down on its strengths and the results are showing.
Adidas was struggling:
— Yeezy controversy
— Stalled U.S. growth
— Losing Gen Z mindshare
Then came the turnaround.
Under CEO Bjørn Gulden (since 2023), Adidas made bold moves:
— Rebuilt wholesale relationships
— Refocused on performance and sport
— Streamlined DTC without losing retail
— Cut gimmicks, leaned into heritage
The result?
- Retro models like Samba and Gazelle exploded in sales
- Sustainability became a real differentiator
- Core sports regained marketing spotlight
Adidas got back to what made it great: credibility with both athletes and culture.
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