How Adidas found its place in culture again

In 2022, Adidas faced a crossroads after ending its lucrative partnership with Yeezy. Fast-forward to today, and the company is sprinting ahead of the athletic apparel industry, hitting record revenues in 2025 to the tune of $28.7 billion. So what’s driving Adidas’s turnaround story? Join CEO Bjørn Gulden and Marc Makowski, SVP of innovation, as they reveal the playbook that put Adidas back at the center of culture and performance.