{"id":214319,"date":"2022-08-29T07:54:00","date_gmt":"2022-08-29T05:54:00","guid":{"rendered":"https:\/\/www.atreus.de\/uncategorized\/erschoepft-statt-cool-adidas-muss-wieder-begeistern\/"},"modified":"2022-09-23T20:05:19","modified_gmt":"2022-09-23T18:05:19","slug":"exhausted-instead-of-cool-adidas-must-inspire-again","status":"publish","type":"post","link":"https:\/\/www.atreus.de\/en\/blog-en\/exhausted-instead-of-cool-adidas-must-inspire-again\/","title":{"rendered":"Exhausted instead of cool &#8211; Adidas must inspire again"},"content":{"rendered":"<div  class=\"zw-cgb header-standard-block is-first-block desktop-has-image mobile-has-image default-margin white-color content-right content-down zw-atr-portrait-pos-default zw-atr-landscape-pos-right-top height-default \"><div class=\"row\"><div class=\"zw-cgb-content col-12 mx-auto\"><div  class=\"header-standard-inner-container\"><div class=\"bg-image\"><span class=\"copyright-image d-none d-lg-block\">\u00a9fotolia.com, kalafoto<\/span><img decoding=\"async\" class=\"respnsive-img d-none d-lg-block\" loading=\"lazy\" alt=\"atreus_\" src=\"https:\/\/www.atreus.de\/wp-content\/uploads\/2022\/03\/header-07.jpg\" srcset=\"https:\/\/www.atreus.de\/wp-content\/uploads\/2022\/03\/header-07.jpg 1920w, https:\/\/www.atreus.de\/wp-content\/uploads\/2022\/03\/header-07-768x432.jpg 768w, https:\/\/www.atreus.de\/wp-content\/uploads\/2022\/03\/header-07-1024x576.jpg 1024w, https:\/\/www.atreus.de\/wp-content\/uploads\/2022\/03\/header-07-480x270.jpg 480w, https:\/\/www.atreus.de\/wp-content\/uploads\/2022\/03\/header-07-1440x810.jpg 1440w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" style=\"aspect-ratio:1920\/1080 !important\" title=\"atreus_\"><span class=\"copyright-image d-lg-none d-block\">\u00a9fotolia.com, kalafoto<\/span><img decoding=\"async\" class=\"responsive-img d-lg-none d-block\" loading=\"lazy\" alt=\"atreus_\" src=\"https:\/\/www.atreus.de\/wp-content\/uploads\/2022\/03\/teaser-img-fuer-2-und-3-spalter-07.jpg\" srcset=\"https:\/\/www.atreus.de\/wp-content\/uploads\/2022\/03\/teaser-img-fuer-2-und-3-spalter-07.jpg 823w, https:\/\/www.atreus.de\/wp-content\/uploads\/2022\/03\/teaser-img-fuer-2-und-3-spalter-07-768x578.jpg 768w, https:\/\/www.atreus.de\/wp-content\/uploads\/2022\/03\/teaser-img-fuer-2-und-3-spalter-07-480x361.jpg 480w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" style=\"aspect-ratio:823\/619 !important\" title=\"atreus_\"><\/div><\/div><\/div><\/div><\/div><div class=\"zw-breadcrumb-container black-color d-none d-md-down-block\"><nav aria-label=\"breadcrumbs\" class=\"rank-math-breadcrumb\"><p><span class=\"label\">c<\/span> <a href=\"https:\/\/www.atreus.de\/en\">Home<\/a><span class=\"separator\"> c <\/span><a href=\"https:\/\/www.atreus.de\/publikationen-events\/\">News<\/a><span class=\"separator\"> c <\/span><span class=\"last\"><\/span><\/p><\/nav><\/div><div class=\"post-meta-info-container in-blog-post\"><div class=\"in-blog-post post-read-time\"><p class=\"zw-cgb fulltext\"><i class=\"far fa-clock\"><\/i>3 min. reading time<\/p><\/div><div class=\"post-rating-container d-none\"><!-- FeedbackWP Plugin - 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Be the first to rate this post.    <\/p>    <p class=\"rmp-rating-widget__msg js-rmp-msg black-color my-0\"><\/p>  <\/div>  <!--Structured data -->    <\/div><\/div><\/div>\n\n\n    <div  class=\"zw-cgb  textblock black-color zw-content-pos-center  default-margin \">\n      <div class=\"row\">\n        <div class=\"zw-cgb-content col-12 g-0\">\n          <h2 class=\"zw-cgb headline \">Exhausted instead of cool &#8211; Adidas must inspire again<\/h2><p class=\" zw-cgb fulltext \"><strong>In the August 25, 2022 article in WirtschaftsWoche, Atreus Director York von Ma\u00dfenbach comments on the creative drain at Adidas. Some excerpts from the article:<\/strong><\/p><p class=\" zw-cgb fulltext \">The premature departure of CEO Kasper Rorsted reveals that Adidas lacks traction. A successor must revitalize the sports brand &#8211; and bring difficult partners into line.<\/p><p class=\" zw-cgb fulltext \">Clear words are a central part of Kanye West&#8217;s business model; sometimes the U.S. rapper praises Donald Trump in the highest terms, sometimes he insults opponents at the lowest level. And in mid-June, he addressed Adidas CEO Kasper Rorsted personally in an Instagram message. &#8220;To Kasper,&#8221; West wrote in the post, which has since been deleted, &#8220;I will no longer tolerate this blatant copying.&#8221; The reason for his anger: adilettes presented shortly before looked strikingly similar to Yeezy slippers designed by him. &#8220;This shoe is a fake Yeezy, made by Adidas,&#8221; West wrote, ending his tirade by calling for an exchange among men: &#8220;Kasper, come talk to me.&#8221;<\/p>        <\/div>\n      <\/div>\n    <\/div>\n\n\n\n\r\n    <div  class=\"zw-cgb  extern-zitat-style  zitat-block black-color default-margin default-padding \">\r\n      <div class=\"row zitat-row\">\r\n        <div class=\" image-container g-0 order-1  d-none \">\r\n                    <div class=\"img-with-gradient\">\r\n\r\n                        <div class=\"linear-gradient-container\"><\/div>\r\n          <\/div>\r\n\r\n\r\n\r\n          <div class=\"zitat-img-text-container\"><div class=\"zitat-name-container fulltext\"><span>Kanye West<\/span><\/div><\/div>                  <\/div>\r\n        <div class=\"g-0 zitat-text-container order-2 col-12 no-image-container \">\r\n          <div class=\"zitat-text\"><span class=\"zitat-start-icon atreus-font\">D<\/span><p class=\"zw-cgb fulltext\">\u201eI will no longer tolerate these blatant copies. This shoe is a fake Yeezy, made by Adidas\u201c<\/p><\/div>          <div class=\"zitat-img-text-container no-image-layout\"><div class=\"zitat-name-container fulltext\"><span>Kanye West<\/span><\/div><\/div>        <\/div>\r\n\r\n      <\/div>\r\n    <\/div>\r\n\n\n\n    <div  class=\"zw-cgb  textblock black-color zw-content-pos-center  default-margin \">\n      <div class=\"row\">\n        <div class=\"zw-cgb-content col-12 g-0\">\n          <h2 class=\"zw-cgb headline \"><\/h2><p class=\" zw-cgb fulltext \">The fact that West went after the Adidas boss like that was particularly surprising because the two actually form a successful alliance. The Franconian sporting goods manufacturer has been cooperating with the rapper from Chicago since 2015. The most visible result is the Yeezy sneakers designed by West. They are limited, extravagant, expensive &#8211; and exceptionally successful. The New York Times recently estimated that the Yeezy collections generated sales of around 1.3 billion euros in 2019 alone.<\/p><p class=\" zw-cgb fulltext \">Given West&#8217;s well-known unpredictability, no one blames Rorsted personally for the fact that his most important brand ambassador has turned against him head-on. And yet the pop star&#8217;s attack fits into the increasingly worrying picture that some investors and supervisory board members have recently formed of the Adidas boss: Rorsted, who is known primarily as a number and efficiency optimizer, lacks a fine sense for the sensitivities of creative people and thus also of brand management. As a result, the products of the world&#8217;s number two in the sporting goods industry are no longer quite as popular as those of some of its competitors. Adidas is therefore in danger of falling behind the competition.<\/p>        <\/div>\n      <\/div>\n    <\/div>\n\n\n\n\r\n    <div  class=\"zw-cgb  intern-zitat-style  zitat-block black-color default-margin default-padding \">\r\n      <div class=\"row zitat-row\">\r\n        <div class=\" image-container g-0 order-1  col-menu-5 col-12 \">\r\n          <a href=\"https:\/\/www.atreus.de\/en\/?post_type=team&#038;p=70542\">          <div class=\"img-with-gradient\">\r\n\r\n            <span class=\"copyright-image\"><\/span><img decoding=\"async\" loading=\"lazy\" alt=\"atreus_\" src=\"https:\/\/www.atreus.de\/wp-content\/uploads\/2022\/03\/mas-yo.png\" srcset=\"https:\/\/www.atreus.de\/wp-content\/uploads\/2022\/03\/mas-yo.png 555w, https:\/\/www.atreus.de\/wp-content\/uploads\/2022\/03\/mas-yo-150x150.png 150w, https:\/\/www.atreus.de\/wp-content\/uploads\/2022\/03\/mas-yo-480x480.png 480w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" style=\"aspect-ratio:555\/555 !important\" title=\"atreus_\">            <div class=\"linear-gradient-container\"><\/div>\r\n          <\/div>\r\n\r\n\r\n\r\n          <div class=\"zitat-img-text-container\"><div class=\"zitat-name-container fulltext\"><span>York von Massenbach<\/span><\/div><div class=\"zitat-discription-container fulltext\"><span>Director<\/span><\/div><\/div>          <\/a>        <\/div>\r\n        <div class=\"g-0 zitat-text-container order-2 col-menu-7 col-12 \">\r\n          <div class=\"zitat-text\"><span class=\"zitat-start-icon atreus-font\">D<\/span><p class=\"zw-cgb fulltext\">\u201eHere, there are a lot of creative people at work, and you have to inspire them.\u201c<\/p><\/div>                  <\/div>\r\n\r\n      <\/div>\r\n    <\/div>\r\n\n\n\n    <div  class=\"zw-cgb  textblock black-color zw-content-pos-center  default-margin \">\n      <div class=\"row\">\n        <div class=\"zw-cgb-content col-12 g-0\">\n          <p class=\" zw-cgb fulltext \">Over the year, Adidas shares have lost almost half their value, significantly more than eternal rival Nike (a good minus 20 percent) and German competitor Puma (minus 40 percent). The entire industry is suffering from the ongoing corona blockades in China, which have caused sales there to slump over four quarters.<\/p><p class=\" zw-cgb fulltext \">Observers, however, also see home-made problems: &#8220;Adidas is still a highly attractive brand, but has lost its appeal in submarkets,&#8221; judges Tobias Gr\u00f6ber, head of Ispo, the world&#8217;s largest trade fair for sporting goods and fashion in Munich. The brand also lives through its employees, says Gr\u00f6ber. &#8220;And here, a lot has changed in recent years.&#8221;<\/p><p class=\" zw-cgb fulltext \"><strong>&#8220;Here, there are a lot of creative people at work, and you have to inspire them,&#8221; says York von Massenbach, director of the management consulting firm Atreus in Munich. Emotions also play a much greater role than in other industries.<\/strong><\/p><p class=\" zw-cgb fulltext \">When Rorsted&#8217;s predecessor Herbert Hainer said goodbye in 2016 after 16 years in office, there was a big soccer match with &#8220;Thank you, Herbert&#8221; jerseys. The Dane&#8217;s end of tenure is unlikely to be similarly emotional. &#8220;They mourned Herbert Hainer madly back then,&#8221; says Gr\u00f6ber. &#8220;The big difference with Nike was the way he led Adidas employees: not only professionally, but also with heart.&#8221;<\/p><p class=\" zw-cgb fulltext \"><\/p><h2 class=\"zw-cgb headline \">&#8220;No more must-have products&#8221;<\/h2><p class=\" zw-cgb fulltext \">Rorsted led more with brains, drove up the share price and returns &#8211; and accepted numerous departures to do so. &#8220;Adidas cut a lot of staff in crucial places, a lot of creativity was lost,&#8221; says one industry insider. &#8220;On the cost side, of course, that looks good at first &#8211; but you have to be careful that a brand doesn&#8217;t become interchangeable in this way.&#8221;<\/p>        <\/div>\n      <\/div>\n    <\/div>\n\n\n\n\r\n    <div  class=\"zw-cgb  extern-zitat-style  zitat-block black-color default-margin default-padding \">\r\n      <div class=\"row zitat-row\">\r\n        <div class=\" image-container g-0 order-1 order-lg-2  d-none \">\r\n                    <div class=\"img-with-gradient\">\r\n\r\n                        <div class=\"linear-gradient-container\"><\/div>\r\n          <\/div>\r\n\r\n\r\n\r\n          <div class=\"zitat-img-text-container\"><div class=\"zitat-name-container fulltext\"><span>York von Massenbach<\/span><\/div><\/div>                  <\/div>\r\n        <div class=\"g-0 zitat-text-container order-2 order-lg-1 col-12 no-image-container \">\r\n          <div class=\"zitat-text\"><span class=\"zitat-start-icon atreus-font\">D<\/span><p class=\"zw-cgb fulltext\">\u201eAdidas&#8217; covetousness has waned somewhat. People trust direct competitors more when it comes to innovations. It is also crucial that the new CEO can play the US market. Adidas has clearly fallen behind Nike here. In the mature American market, the catch-up potential is much higher than in volatile China.\u201c<\/p><\/div>          <div class=\"zitat-img-text-container no-image-layout\"><div class=\"zitat-name-container fulltext\"><span>York von Massenbach<\/span><\/div><\/div>        <\/div>\r\n\r\n      <\/div>\r\n    <\/div>\r\n\n\n\n    <div  class=\"zw-cgb  textblock black-color zw-content-pos-center  default-margin \">\n      <div class=\"row\">\n        <div class=\"zw-cgb-content col-12 g-0\">\n          <p class=\" zw-cgb fulltext \">It would be particularly important right now to reignite consumer desire &#8211; especially in the problem market of China, which is especially dependent on trends. &#8220;When Yeezy, the Superstar and three-striped tracksuits were hot, Adidas was doing well,&#8221; says an ex-manager of a Chinese Adidas competitor: &#8220;But today there&#8217;s nothing in the Adidas product line that&#8217;s as fresh and exciting.&#8221;<\/p><p class=\" zw-cgb fulltext \">In an analysis at the end of July, Swiss bank UBS judged that &#8220;Adidas&#8217; brand momentum does not seem to be accelerating.&#8221; The German group had not managed to &#8220;gain the necessary attention among consumers to overcome its multi-year dry spell.&#8221; Retail expert von Massenbach agrees: &#8220;Adidas&#8217; desirability has waned somewhat. When it comes to innovation, people trust direct competitors more.&#8221;<\/p>        <\/div>\n      <\/div>\n    <\/div>\n\n\n\n\n    <div  class=\"zw-cgb  textblock black-color zw-content-pos-center  default-margin \">\n      <div class=\"row\">\n        <div class=\"zw-cgb-content col-12 g-0\">\n          <p class=\" zw-cgb fulltext \"><strong>Source: WirtschaftsWoche 35<\/strong><\/p><p class=\" zw-cgb fulltext \"><\/p><div class=\"zw-cgb unspecified\">\n    <div  class=\"zw-cgb  buttonBlock black-color default-margin \">\n      <div class=\"row\">\n        <div class=\"col-12 g-0\">\n          <div class=\"zw-button-container center\"><div class=\"zw-cgb zw-cgb-button-container \"><a class=\"zw-cgb btn btn-primary \" href=\"https:\/\/www.wiwo.de\/my\/unternehmen\/industrie\/adidas-aerger-fuer-die-fraenkische-kultmarke\/28624674.html\" target=\"_blank\" rel=\"noopener\">To the complete article in WirtschaftsWoche (in German)<\/a><\/div><\/div>        <\/div>\n      <\/div>\n    <\/div>\n\n<\/div>        <\/div>\n      <\/div>\n    <\/div>\n\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <div  class=\"zw-cgb    infoblock default-margin black-color  \">\n      <div class=\" row\">\n        <div class=\"zw-cgb-content has-padding col-12\">\n          <div class=\"preheadline-container parent-has-padding\"><p class=\" zw-cgb preheadline ' .  . '\">Your contact<\/p><\/div><div class=\"inner-content parent-has-padding\"><p class=\" zw-cgb fulltext \">Will be happy to answer questions and provide answers.<\/p><div class=\"link-container\"><\/div><\/div>        <\/div>\n      <\/div>\n    <\/div>\n\n\n<div id=\"parent22944\"class=\"zw-cgb speaker-160 team-member black-colordefault-margin \"><div class=\"zw-cgb-content member-row row\">\r\n\r\n    <div class=\"col-menu-3 col-lg-4 col-md-6 col-12 single-team-member px-0 intern-view \">\r\n    <a href=\"https:\/\/www.atreus.de\/en\/?post_type=team&#038;p=70542\">\r\n\r\n    <div class=\" image-container g-0\">\r\n      <div class=\"img-with-gradient\">\r\n\r\n        <img decoding=\"async\" loading=\"lazy\" alt=\"atreus_\" src=\"https:\/\/www.atreus.de\/wp-content\/uploads\/2022\/03\/mas-yo.png\" srcset=\"https:\/\/www.atreus.de\/wp-content\/uploads\/2022\/03\/mas-yo.png 555w, https:\/\/www.atreus.de\/wp-content\/uploads\/2022\/03\/mas-yo-150x150.png 150w, https:\/\/www.atreus.de\/wp-content\/uploads\/2022\/03\/mas-yo-480x480.png 480w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" style=\"aspect-ratio:555\/555 !important\" title=\"atreus_\">        <div class=\"linear-gradient-container\"><\/div>\r\n      <\/div>\r\n\r\n      <\/a>      <div class=\"team-member-content\"><div class=\"team-member-name fulltext\"><a href=\"https:\/\/www.atreus.de\/en\/?post_type=team&#038;p=70542\"><span>York von Massenbach<\/span><\/a><\/div><div class=\"team-member-description fulltext\"><a href=\"https:\/\/www.atreus.de\/en\/?post_type=team&#038;p=70542\"><span>Director<\/span><\/a><\/div><div class=\"team-member-phone\"><a href=\"tel:+49 89 452249-295\"><span>+49 89 452249-295<\/span><\/a><\/div><div class=\"team-member-icon-container\"><div class=\"team-member-email\"><a class=\"atreus-font\" href=\"mailto:York.Massenbach@atreus.de\">h<\/a><\/div><div class=\"team-member-linkedin\"><a class=\"atreus-font\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/York-von-Massenbach\" rel=\"noopener\">3<\/a><\/div><\/div><\/div>    <\/div>\r\n\r\n    <\/div>\r\n\r\n<\/div><\/div>\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n","protected":false},"excerpt":{"rendered":"<div  class=\"zw-cgb header-standard-block  desktop-has-image mobile-has-image default-margin white-color content-right content-down zw-atr-portrait-pos-default zw-atr-landscape-pos-right-top height-default \">\n<div class=\"row\">\n<div class=\"zw-cgb-content col-12 mx-auto\">\n<div  class=\"header-standard-inner-container\">\n<div class=\"bg-image\"><span class=\"copyright-image d-none d-lg-block\">\u00a9fotolia.com, kalafoto<\/span><img decoding=\"async\" class=\"respnsive-img d-none d-lg-block\" loading=\"lazy\" alt=\"\" src=\"https:\/\/www.atreus.de\/wp-content\/uploads\/2022\/03\/header-07.jpg\" srcset=\"https:\/\/www.atreus.de\/wp-content\/uploads\/2022\/03\/header-07.jpg 1920w, https:\/\/www.atreus.de\/wp-content\/uploads\/2022\/03\/header-07-768x432.jpg 768w, https:\/\/www.atreus.de\/wp-content\/uploads\/2022\/03\/header-07-1024x576.jpg 1024w, https:\/\/www.atreus.de\/wp-content\/uploads\/2022\/03\/header-07-480x270.jpg 480w, https:\/\/www.atreus.de\/wp-content\/uploads\/2022\/03\/header-07-1440x810.jpg 1440w\" sizes=\"(max-width: 1920px) 100vw, 1920px\"style='aspect-ratio:1920\/1080 !important'><span class=\"copyright-image d-lg-none d-block\">\u00a9fotolia.com, kalafoto<\/span><img decoding=\"async\" class=\"responsive-img d-lg-none d-block\" loading=\"lazy\" alt=\"\" src=\"https:\/\/www.atreus.de\/wp-content\/uploads\/2022\/03\/teaser-img-fuer-2-und-3-spalter-07.jpg\" srcset=\"https:\/\/www.atreus.de\/wp-content\/uploads\/2022\/03\/teaser-img-fuer-2-und-3-spalter-07.jpg 823w, https:\/\/www.atreus.de\/wp-content\/uploads\/2022\/03\/teaser-img-fuer-2-und-3-spalter-07-768x578.jpg 768w, https:\/\/www.atreus.de\/wp-content\/uploads\/2022\/03\/teaser-img-fuer-2-und-3-spalter-07-480x361.jpg 480w\" sizes=\"(max-width: 1024px) 100vw, 1024px\"style='aspect-ratio:823\/619 !important'><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"zw-breadcrumb-container black-color d-none d-md-down-block\">\n<nav aria-label=\"breadcrumbs\" class=\"rank-math-breadcrumb\">\n<p><span class=\"label\">c<\/span> <a href=\"https:\/\/www.atreus.de\/en\">Home<\/a><span class=\"separator\"> c <\/span><a href=\"https:\/\/www.atreus.de\/publikationen-events\/\">News<\/a><span class=\"separator\"> c <\/span><span class=\"last\"><\/span><\/p>\n<\/nav>\n<\/div>\n<div class=\"post-meta-info-container in-blog-post\">\n<div class=\"in-blog-post post-read-time\">\n<p class=\"zw-cgb fulltext\"><i class=\"far fa-clock\"><\/i>3 min. reading time<\/p>\n<\/div>\n<div class=\"post-rating-container d-none\"><!-- FeedbackWP Plugin - 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