Adidas AG
Explore Adidas
Core profile pages, annual revenue records, and related research hubs for this company.
Leadership History
4 leaders · 2001 to present
Adidas began as Adi Dassler's athlete-focused shoe company and became a global sportswear platform. The modern business combines performance credibility, cultural archive products, event sponsorships, wholesale reach, own retail, and e-commerce.
Adidas makes money by designing and marketing footwear, apparel, and accessories sold through wholesale partners, owned retail stores, and e-commerce. In 2025, wholesale represented 60% of net sales and direct-to-consumer represented 40%, with footwear as the largest product category.
Chief Executive Officer
2023 – Present
3 years (current)
Gulden refocused Adidas on sport credibility, local-market relevance, wholesale repair, inventory discipline, and full-price sell-through after the Yeezy crisis.
Under Gulden, Adidas reported record FY2025 net sales without Yeezy revenue and extended his CEO appointment through December 2030.
Chief Financial Officer
2017 – Present
9 years (current)
Ohlmeyer has overseen Adidas finance through Reebok divestment, Yeezy disruption, share buybacks, and the 2025-2026 margin recovery.
His role is central to capital allocation, investor communication, operating-margin repair, and financial discipline during the turnaround.
CEO
2016 – 2022
6 years
Rorsted emphasized efficiency, digital growth, DTC, margin improvement, and lifestyle momentum during the Yeezy boom.
His era improved profitability and digital focus but left Adidas exposed to Yeezy concentration, inventory pressure, and wholesale relationship strain.
CEO
2001 – 2016
15 years
Hainer led Adidas through global expansion, the Reebok acquisition, emerging-market growth, and the attempt to build a broader sportswear portfolio.
His tenure increased scale but left Adidas with Reebok integration problems and a persistent gap versus Nike in North America.
Adidas must keep product heat fresh, avoid oversupplying popular silhouettes, defend margins in promotional markets, grow North America, manage tariff and currency pressure, and compete with Nike plus fast-growing niche brands in running and lifestyle.
Bjorn Gulden is Adidas' current CEO. He has led the company since January 1, 2023.
Adidas extended Bjorn Gulden's CEO appointment through December 31, 2030.
Kasper Rorsted led Adidas from 2016 to 2022 before Bjorn Gulden took over in 2023.
Gulden is known for simplifying the business, rebuilding wholesale trust, managing Yeezy fallout, and refocusing Adidas on sport-led brand heat.
CEO eras map closely to Adidas' strategy shifts: Reebok expansion, DTC growth, Yeezy concentration, and the post-Yeezy recovery.