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Adidas CEO Bjorn Gulden says this key strategy turned the company around
Fast Company
September 18, 2026
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The key to Adidas’s recent revival? Getting rid of all the “no-sayers,” CEO Bjorn Gulden told an audience at the Fast Company Innovation Festival in New York. He credits this strategy for turning the brand around after a tumultuous period. When Gulden took the reins at Adidas in January 2023, the
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