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Brand Turnaround

2 GoKawiil briefs on this topic

Adidas CEO Bjørn Gulden credits ousting 'no-sayers' for company turnaround

Speaking at the Fast Company Innovation Festival in New York, Adidas CEO Bjørn Gulden explained that removing executives and managers who habitually blocked new ideas was central to reviving the company after a difficult stretch. He framed this cultural shift in leadership as the main driver behind Adidas's recent recovery.

fastcompany.com · 2026-09-18

Adidas CEO Bjørn Gulden Details Turnaround to $28.7B in Revenue

Adidas CEO Bjørn Gulden and SVP of Innovation Marc Makowski discussed how the company rebounded after severing ties with Yeezy in 2022. They credited a renewed focus on culture and performance for pushing Adidas to record 2025 revenues of $28.7 billion, outpacing rivals in the athletic apparel sector.

fastcompany.com · 2026-09-17