"With his long-standing experience, his deep understanding of our industry, his strong leadership, and his clear focus on quality growth, Bjrn Gulden drove the successful turnaround of Adidas during the past three years. Under his leadership, Adidas has made tremendous operational and financial progress in a challenging environment, laying a strong foundation for further sustainable top- and bottom-line growth in the future."
"We are not by far where we should be, and that's not necessarily due to the American team, but more us as a company. He later added that Adidas' leadership team in basketball, in place for about a year, has been a game-changer and produced a host of compelling products and a robust innovation pipeline."
Adidas extended CEO Björn Gulden's contract through 2030 following strong financial performance and operational progress. The company reported record 2025 revenues of 24.8 billion euros with growth across most regions, product categories, and channels. North America experienced a 1% decline in reported sales but grew 4% in currency-neutral terms. Gulden prioritizes improving Adidas's competitive position in the U.S. market through localized strategies and regional autonomy. The basketball leadership team, established approximately one year ago, has delivered compelling products and innovation. Adidas plans to expand college sports presence to strengthen U.S. market competitiveness, though significant work remains ahead.
Read at www.retaildive.com
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