[1/2] Adidas Yeezy shoes are seen in a store on the day Adidas terminated its partnership with the American rapper and designer Kanye West, now known as Ye, in Garden City, New York, U.S., October 25, 2022.
Speaking to reporters on Wednesday, Gulden said Adidas would keep partnering not just with athletes but celebrities and artists.
"You build credibility as a performance brand by being with athletes, but there's very few athletes that you can do lifestyle with."
Gulden did, however, hint at a change of emphasis at Adidas, saying the company needs to refocus on its core.
The Jordan brand brought in $5.1 billion of sales in Nike's 2022 fiscal year, up 7% from 2021, according to the company's 2022 annual report.