GoKawiilFeaturing Bjørn Gulden, CEO, Adidas and Marc Makowski, SVP of Innovation, Adidas Moderated by Amy Farley, Executive Editor, Fast Company In 2022, Adidas faced a crossroads after ending its lucrative partnership with Yeezy. Fast-forward to today, and the company is sprinting ahead of the athletic apparel industry, hitting record revenues in 2025 to the tune of $28.7 billion. So what’s driving Adidas’s turnaround story? Join CEO Bjørn Gulden and Marc Makowski, SVP of innovation, as they reveal the playbook that put Adidas back at the center of culture and performance.
How Adidas found its place in culture again
Why This Matters
Adidas's rebound from the fallout of its Yeezy split illustrates how a major brand can recover from reputational and financial setbacks by realigning around culture and innovation. The story offers a case study for other legacy consumer brands navigating disruption, showing that record growth is possible even after losing a marquee partnership.
Key Takeaways
- Adidas ended its Yeezy partnership in 2022, creating major financial and reputational uncertainty.
- The company rebounded to record 2025 revenues of $28.7 billion, outperforming the athletic apparel industry.
- Leadership credits a renewed focus on culture and innovation, as discussed by CEO Bjørn Gulden and SVP Marc Makowski, for the turnaround.
Worth a Look
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