In 2022, Adidas found itself at a pivotal moment after ending its profitable collaboration with Yeezy. However, by 2025, the company had rebounded spectacularly, achieving record revenues of $28.7 billion and reestablishing itself as a leader in the athletic apparel industry. This remarkable turnaround was driven by strategic leadership from CEO Bjørn Gulden and innovative approaches spearheaded by Marc Makowski, SVP of Innovation. Together, they crafted a playbook that revitalized Adidas’s presence in both cultural and performance spheres. Their efforts not only restored the brand’s prominence but also set new benchmarks for success in the industry.
QUESTION: How might the strategies used by Adidas to overcome its challenges inspire other companies facing similar crossroads?
How Adidas found its place in culture again
