Adidas: How the new boss Björn Gulden wants to make the comeback

Adidas is a global brand, one of the very few consumer global brands from Germany, outfitter for world champions, Olympic champions, world record holders.

Most recently, however, the group has stood for record-breaking performances of the sad kind: slumps in profits in important regions, losses of market share compared to the world market leader Nike, important managers have fled.

The result: the stock price crashed and the CEO was replaced.

CEO

(60) left Adidas in the fall to make way for a spectacular transfer.

At the beginning of the year,

(57) is Adidas boss, previously for almost ten years the leader of arch-rival Puma, which has its headquarters in Herzogenaurach just a few meters away from Adidas

What exactly is going wrong at Adidas, what does the new boss have in mind and can he rebuild the global brand?

In this podcast, Christoph Neßhöver, manager magazin's expert for the sporting goods industry, among other things, provides information on this in an interview with editor-in-chief Sven Clausen.

In the "Das Thema" podcast, the editor-in-chief of manager magazin provides information every week about the internal research status on a relevant current and at the same time promising economic topic.

You can subscribe to the podcast via manager magazin as well as on Spotify , Apple , Deezer and Google.

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