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Case Study | The Strategy That Brought Adidas Back From the Brink

Adidas has mounted one of the more remarkable turnarounds in recent memory after facing a crisis two years ago from the end of its Yeezy business. BoF spoke to chief executive Bjørn Gulden and other members of Adidas’ leadership to unpack how a series of bold decisions on products like its Samba sneaker, a move to refocus the brand on athletes and internal shifts brought Adidas back from the brink.
Case Study | The Strategy That Brought Adidas Back From the Brink
Introducing BoF's latest case study: The Strategy That Brought Adidas Back From the Brink (Adidas)
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In October 2022,

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