{"id":406548,"date":"2023-08-07T13:28:56","date_gmt":"2023-08-07T11:28:56","guid":{"rendered":"https:\/\/www.atreus.de\/?p=406548"},"modified":"2024-01-25T16:31:19","modified_gmt":"2024-01-25T15:31:19","slug":"adidas-under-new-ceo-challenges-and-future-prospects","status":"publish","type":"post","link":"https:\/\/www.atreus.de\/en\/media\/adidas-under-new-ceo-challenges-and-future-prospects\/","title":{"rendered":"Adidas under new CEO: challenges and future prospects"},"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\">\u00a9THINK b  \u2013 stock.adobe.com<\/span><img decoding=\"async\" class=\"respnsive-img d-none d-lg-block\" loading=\"lazy\" alt=\"atreus_\" src=\"https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/03\/header-20230315-gastbeitrag-lichtinger-adidas.jpg\" srcset=\"https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/03\/header-20230315-gastbeitrag-lichtinger-adidas.jpg 1920w, https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/03\/header-20230315-gastbeitrag-lichtinger-adidas-768x432.jpg 768w, https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/03\/header-20230315-gastbeitrag-lichtinger-adidas-1024x576.jpg 1024w, https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/03\/header-20230315-gastbeitrag-lichtinger-adidas-480x270.jpg 480w, https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/03\/header-20230315-gastbeitrag-lichtinger-adidas-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\">\u00a9THINK b  \u2013 stock.adobe.com<\/span><img decoding=\"async\" class=\"responsive-img d-lg-none d-block\" loading=\"lazy\" alt=\"atreus_\" src=\"https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/03\/teaser-4zu3-20230315-gastbeitrag-lichtinger-adidas.jpg\" srcset=\"https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/03\/teaser-4zu3-20230315-gastbeitrag-lichtinger-adidas.jpg 823w, https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/03\/teaser-4zu3-20230315-gastbeitrag-lichtinger-adidas-768x578.jpg 768w, https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/03\/teaser-4zu3-20230315-gastbeitrag-lichtinger-adidas-480x361.jpg 480w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" style=\"aspect-ratio:823\/619 !important\" title=\"atreus_\"><\/div><div class=\"preheadline-container\"><div class=\"zw-breadcrumb-container black-color d-md-down-none\"><\/div><p class=\" zw-cgb preheadline zw-prevent-animation\">Atreus in the media<\/p><h1 class=\" zw-cgb headline zw-prevent-animation\">Adidas under new CEO: challenges and future prospects<\/h1><\/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>2 min. reading time<\/p><\/div><div class=\"post-rating-container d-none\"><!-- FeedbackWP Plugin - Results Widget --><div  class=\"rmp-results-widget js-rmp-results-widget js-rmp-results-widget--406548 rmp-results-widget--not-rated\"  data-post-id=\"406548\">  <div class=\"rmp-results-widget__visual-rating\">    <i class=\"js-rmp-results-icon rmp-icon rmp-icon--ratings rmp-icon--star \"><\/i><i class=\"js-rmp-results-icon rmp-icon rmp-icon--ratings rmp-icon--star \"><\/i><i class=\"js-rmp-results-icon rmp-icon rmp-icon--ratings rmp-icon--star \"><\/i><i class=\"js-rmp-results-icon rmp-icon rmp-icon--ratings rmp-icon--star \"><\/i><i class=\"js-rmp-results-icon rmp-icon rmp-icon--ratings rmp-icon--star \"><\/i>  <\/div>  <div class=\"rmp-results-widget__avg-rating\">    <span class=\"js-rmp-avg-rating\">          <\/span>  <\/div>  <div class=\"rmp-results-widget__vote-count\">    (<span class=\"js-rmp-vote-count\"><\/span>)  <\/div><\/div> <\/div><div class=\"post-social-share\"><div class=\"zw-social-share dropdown show\">\r\n        <a class=\"zw-social-share-toggler\" href=\"#\" role=\"button\" id=\"dropdownMenuLink\" data-toggle=\"dropdown\" aria-haspopup=\"true\" aria-expanded=\"false\">\r\n        <i class=\"fas fa-share-alt\"><\/i><span class=\"zw-share-meta\">Share<\/span>\r\n        <\/a>\r\n        <div class=\"zw-share-dropdown-menu dropdown-menu\" aria-labelledby=\"dropdownMenuLink\"><div class=\"dropdown-inner\"><p class=\"zw-share-heading fulltext\">Share post<\/p><a class=\"zw-social-share-toggler fulltext\" href=\"#\" role=\"button\" id=\"dropdownMenuLink\" data-toggle=\"dropdown\" aria-label=\"Close\">\u2715<\/a><div class=\"social-inner-icons\"><a class=\"dropdown-item \" target=\"_blank\" rel=\"nofollow\" href=\"https:\/\/www.linkedin.com\/cws\/share?url=https%3A%2F%2Fwww.atreus.de%2Fen%2Fmedia%2Fadidas-under-new-ceo-challenges-and-future-prospects%2F&amp;title=Adidas+under+new+CEO%3A+challenges+and+future+prospects\"><i class=\"fab fa-linkedin fa-fw\"><\/i><\/a><a class=\"dropdown-item \" target=\"_blank\" rel=\"nofollow\" href=\"https:\/\/www.xing.com\/spi\/shares\/new?url=https%3A%2F%2Fwww.atreus.de%2Fen%2Fmedia%2Fadidas-under-new-ceo-challenges-and-future-prospects%2F\"><i class=\"fab fa-xing fa-fw\"><\/i><\/a><a class=\"dropdown-item \" target=\"_blank\" rel=\"nofollow\" href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https%3A%2F%2Fwww.atreus.de%2Fen%2Fmedia%2Fadidas-under-new-ceo-challenges-and-future-prospects%2F&amp;t=Adidas+under+new+CEO%3A+challenges+and+future+prospects\"><i class=\"fab fa-facebook-square fa-fw\"><\/i><\/a><a class=\"dropdown-item \"  target=\"_blank\" rel=\"nofollow\" href=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fwww.atreus.de%2Fen%2Fmedia%2Fadidas-under-new-ceo-challenges-and-future-prospects%2F&amp;text=Adidas+under+new+CEO%3A+challenges+and+future+prospects\"><i class=\"fab fa-twitter fa-fw\"><\/i><\/a>  <\/div><\/div><\/div>\r\n    <\/div><\/div><div class=\"post-rating-block\"><!-- Rate my Post Plugin --><div  class=\"rmp-widgets-container rmp-wp-plugin rmp-main-container js-rmp-widgets-container my-0 js-rmp-widgets-container--406548 \"  data-post-id=\"406548\">    <!-- Rating widget -->  <div class=\"rmp-rating-widget js-rmp-rating-widget py-0\">    <div class=\"rmp-rating-widget__icons my-0\">      <div class=\"btn btn-primary\" onclick=\"zw_show_rating_stars(jQuery(this))\">Rate us<\/div>      <ul class=\"rmp-rating-widget__icons-list js-rmp-rating-icons-list d-none\">                  <li class=\"rmp-rating-widget__icons-list__icon js-rmp-rating-item\" data-descriptive-rating=\"Not at all useful\" data-value=\"1\">            <i class=\"js-rmp-rating-icon rmp-icon rmp-icon--ratings rmp-icon--star\"><\/i>          <\/li>                  <li class=\"rmp-rating-widget__icons-list__icon js-rmp-rating-item\" data-descriptive-rating=\"Somewhat useful\" data-value=\"2\">            <i class=\"js-rmp-rating-icon rmp-icon rmp-icon--ratings rmp-icon--star\"><\/i>          <\/li>                  <li class=\"rmp-rating-widget__icons-list__icon js-rmp-rating-item\" data-descriptive-rating=\"Useful\" data-value=\"3\">            <i class=\"js-rmp-rating-icon rmp-icon rmp-icon--ratings rmp-icon--star\"><\/i>          <\/li>                  <li class=\"rmp-rating-widget__icons-list__icon js-rmp-rating-item\" data-descriptive-rating=\"Fairly useful\" data-value=\"4\">            <i class=\"js-rmp-rating-icon rmp-icon rmp-icon--ratings rmp-icon--star\"><\/i>          <\/li>                  <li class=\"rmp-rating-widget__icons-list__icon js-rmp-rating-item\" data-descriptive-rating=\"Very useful\" data-value=\"5\">            <i class=\"js-rmp-rating-icon rmp-icon rmp-icon--ratings rmp-icon--star\"><\/i>          <\/li>              <\/ul>    <\/div>    <button class=\"rmp-rating-widget__submit-btn rmp-btn js-submit-rating-btn my-0\">      Submit Rating    <\/button>    <p class=\"rmp-rating-widget__not-rated js-rmp-not-rated my-0 \">      No votes so far! 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 \"><strong>Adidas reports second quarter sales at previous year&#8217;s level<\/strong><\/h2><p class=\" zw-cgb fulltext \"><strong>In Handelsblatt, Axel H\u00f6pner explains the challenges and future prospects of Adidas based on the sporting goods group&#8217;s quarterly results. In an interview with Handelsblatt, Atreus Director Michael Lichtinger assesses how promising Adidas CEO Gulden&#8217;s first steps are.<\/strong><\/p><p class=\" zw-cgb fulltext \">Sporting goods group Adidas is experiencing a period of change under new CEO Bj\u00f6rn Gulden, which will unfold more strongly in the coming years. Despite better-than-expected second-quarter numbers, the true effect of Gulden&#8217;s strategy changes remains to be seen. Gulden stresses that short-term results are not the main goal for 2023. Rather, he wants to lay the groundwork for a successful company in the years ahead.<\/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 \"><\/p><h2 class=\"zw-cgb headline \"><strong><strong>Challenges and progress:<\/strong><\/strong><\/h2><p class=\" zw-cgb fulltext \"><\/p>        <\/div>\n      <\/div>\n    <\/div>\n\n\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          <h2 class=\"zw-cgb headline \"><strong>1. Challenges in the &#8220;Yeezy&#8221; cooperation:<\/strong><\/h2><p class=\" zw-cgb fulltext \">A key problem that Gulden addressed was dealing with the remaining stocks of Yeezy products from the halted cooperation with US scandal rapper Kanye West. The sale of these products was successful, and thus the group&#8217;s situation was stabilized. Expert Michael Lichtinger from management consultancy Atreus emphasizes that these actions helped to support sales and send a positive signal.<\/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          <h2 class=\"zw-cgb headline \"><strong>2. Product development and brand strength:<\/strong><\/h2><p class=\" zw-cgb fulltext \">Gulden is focusing on vintage and originals models from Adidas&#8217; history to make the brand more attractive. Adidas products are to be given a renewed focus, especially in the area of performance products such as high-quality running shoes and soccer shoes. The brand strength and the so-called &#8220;brand heat&#8221; must be strengthened in order to achieve sustainably higher sales.<\/p>        <\/div>\n      <\/div>\n    <\/div>\n\n\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          <h2 class=\"zw-cgb headline \"><\/h2><h2 class=\"zw-cgb headline \"><strong><strong>3. <strong>restructuring of top management:<\/strong><\/strong><\/strong><\/h2><p class=\" zw-cgb fulltext \">The reorganization of the Board of Management has been dragging on for a long time, and it is not clear whether it has been completed yet. Lichtinger expects that the changes at the management level could take time, but they also offer the opportunity to realign Adidas&#8217; strategic focus.<\/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          <h2 class=\"zw-cgb headline \"><strong>4. Investors give time:<\/strong><\/h2><p class=\" zw-cgb fulltext \">Despite mixed quarterly figures, investors are convinced that Gulden can steer the company step by step in the right direction. The challenges are seen as long-term processes, and the positive development of Adidas&#8217; share price this year shows investors&#8217; confidence in Gulden&#8217;s leadership.<\/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          <h2 class=\"zw-cgb headline \"><strong>Outlook and conclusions:<\/strong><\/h2><p class=\" zw-cgb fulltext \">The transformation and strategy changes at Adidas under the leadership of CEO Bj\u00f6rn Gulden are a gradual process that will take time to fully unfold. Addressing the challenges related to the Yeezy collaboration, strengthening the brand and realigning the top leadership are important steps on the way to a successful future. Investors are showing confidence in Gulden&#8217;s long-term vision and the actions taken. The sporting goods market may be difficult at the moment, but with the right strategy and staying power, Adidas could emerge stronger.<\/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: Handelsblatt, August 3, 2023 &#8211; Axel H\u00f6pner<\/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.handelsblatt.com\/unternehmen\/handel-konsumgueter\/sportartikel-warum-adidas-mit-neuem-chef-bisher-nur-wenig-fortschritte-macht\/29280058.html\" target=\"_blank\" rel=\"noreferrer noopener\">To the arcicle (Handelsblatt &#8211; 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\n\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <div  class=\"zw-cgb  change-padding  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 ' .  . '\">This article may also interest you<\/p><\/div><div class=\"inner-content parent-has-padding\"><div class=\"link-container\"><\/div><\/div>        <\/div>\n      <\/div>\n    <\/div>\n\n\n\n    <div  class=\"zw-cgb  latestPosts default-margin \">\n      <div class=\"row zw-cgb-content\">\n        \n      <div  class=\"zw-cgb latestPostsContent px-0 col-12 post content-2-3  show-featured-image \">\n\n\n        <div class=\"image-container single-featured\"><a href=\"https:\/\/www.atreus.de\/en\/media\/sustainability-in-retail-and-the-consumer-goods-industry-responsibility-and-cost-effectiveness\/\"><span class=\"copyright-image\">\u00a9 Halfpoint \u2013 stock.adobe.com<\/span><img decoding=\"async\" loading=\"lazy\" alt=\"atreus_\" src=\"https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/05\/teaser-4zu3-20230503-Presseartikel-Martina-Becker.jpg\" srcset=\"https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/05\/teaser-4zu3-20230503-Presseartikel-Martina-Becker.jpg 823w, https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/05\/teaser-4zu3-20230503-Presseartikel-Martina-Becker-768x578.jpg 768w, https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/05\/teaser-4zu3-20230503-Presseartikel-Martina-Becker-480x361.jpg 480w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" style=\"aspect-ratio:823\/619 !important\" title=\"atreus_\"><\/a><\/div><div class=\"image-container double-featured\"><a href=\"https:\/\/www.atreus.de\/en\/media\/sustainability-in-retail-and-the-consumer-goods-industry-responsibility-and-cost-effectiveness\/\"><span class=\"copyright-image\">\u00a9 Halfpoint \u2013 stock.adobe.com<\/span><img decoding=\"async\" loading=\"lazy\" alt=\"atreus_\" src=\"https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/05\/teaser-landscape-20230503-Presseartikel-Martina-Becker.jpg\" srcset=\"https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/05\/teaser-landscape-20230503-Presseartikel-Martina-Becker.jpg 1098w, https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/05\/teaser-landscape-20230503-Presseartikel-Martina-Becker-768x288.jpg 768w, https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/05\/teaser-landscape-20230503-Presseartikel-Martina-Becker-1024x384.jpg 1024w, https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/05\/teaser-landscape-20230503-Presseartikel-Martina-Becker-480x180.jpg 480w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" style=\"aspect-ratio:1098\/412 !important\" title=\"atreus_\"><\/a><\/div>        <div class=\"content-container has-excerpt posttype-post blue-400 white-color\">\n          <div class=\"preheadline-container parent-has-padding\"><p class=\"zw-cgb preheadline\">Atreus in the Media<\/p><\/div><a href=\"https:\/\/www.atreus.de\/en\/media\/sustainability-in-retail-and-the-consumer-goods-industry-responsibility-and-cost-effectiveness\/\"><h2 class=\" zw-cgb headline\">Sustainability in retail and the consumer goods industry: Responsibility and Cost-Effectiveness<\/h2><\/a><p class=\" zw-cgb fulltext\">In Haufe Sustainability, Atreus Director Martina Becker explains the increasingly important role of sustainable corporate governance in today&#8217;s world. She makes it clear that sustainability offers advantages, especially in difficult times.<\/p><div class=\"post-meta-info-container\"><div class=\"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 - Results Widget --><div  class=\"rmp-results-widget js-rmp-results-widget js-rmp-results-widget--388154 rmp-results-widget--not-rated\"  data-post-id=\"388154\">  <div class=\"rmp-results-widget__visual-rating\">    <i class=\"js-rmp-results-icon rmp-icon rmp-icon--ratings rmp-icon--star \"><\/i><i class=\"js-rmp-results-icon rmp-icon rmp-icon--ratings rmp-icon--star \"><\/i><i class=\"js-rmp-results-icon rmp-icon rmp-icon--ratings rmp-icon--star \"><\/i><i class=\"js-rmp-results-icon rmp-icon rmp-icon--ratings rmp-icon--star \"><\/i><i class=\"js-rmp-results-icon rmp-icon rmp-icon--ratings rmp-icon--star \"><\/i>  <\/div>  <div class=\"rmp-results-widget__avg-rating\"> 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