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Adidas CEO Bjørn Gulden Navigates a Tough Turnaround After Yeezy Split

With Kanye West in the past, Adidas is spending heavily on marketing and innovation as investors cool on the sportswear sector.

Adidas has bounced back from its split with Kanye West almost four years ago. Now, it faces a new challenge: sustaining that momentum in an increasingly tough sportswear market. During an onstage interview at the Fast Company Innovation Festival in New York on Sept. 17, Adidas CEO Bjørn Gulden and Marc Makowski, who oversees product innovation, laid out the blueprint of their turnaround, from moving authority out of headquarters to bringing more athletes directly into the company’s labs. 

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Adidas severed its lucrative Yeezy partnership with West in October 2022 following his........

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