CEO Bjørn Gulden was appointed as the company was reeling after the end of its Yeezy collection.
Gulden, a former athlete, refocused on Adidas' classic Samba sneaker, popular with Gen Z.
AdvertisementGulden began his career playing soccer for national leagues in Germany and Norway before an injury forced him to retire.
Gulden has successfully ramped up production of Adidas' Samba and Gazelle sneakers.
"We currently have maybe the hottest shoe in the market … and it's the Adidas Samba," Gulden said on an earnings call last year.
Persons:
Bjørn Gulden, Z, —, Ye, didn't, Manuel, Manuel Neuer, Gulden, Rihanna, Jay
Organizations:
Adidas, Service, Kanye West, FT, German, Puma, Defamation, Business, Street Journal
Locations:
Germany, Norway