Adidas CEO Bjørn Gulden revealed that the key to the company’s resurgence was removing the “no-sayers”—those who hinder innovation with constant objections. Taking over in early 2023, Gulden inherited a company struggling after the demise of its Yeezy partnership and challenges in markets like China. By cutting bureaucratic layers and empowering energetic, innovative employees to lead decisions, Adidas regained momentum, posting growing sales and profits. Gulden’s strategy also involved reducing headcount to streamline operations and focusing on creativity over rigid procedures, leading to milestones like the recent sub-two-hour marathon run in Adidas shoes. He emphasizes that success stems from trusting talented people and fostering a culture of action and agility.
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