Adidas Surges in Sales Despite Retro Sneaker Design: CEO Looks Toward Future Growth and Major Sporting Events

In recent times, Adidas has experienced a significant increase in sales of its Samba and Gazelle sneakers, despite their retro design. These shoes have become iconic for the German sportswear company, with the Samba sneakers dating back to the 1950s and the Gazelle sneakers originally designed for indoor sports in the 1960s.

Adidas CEO Bjørn Gulden is optimistic about the brand’s future, especially with major sporting events like Euro 2024, Copa America soccer tournaments, and the Olympics on the horizon. While sales in Europe have soared, North America saw a decline of 4% due to overstocked inventory at retailers. Despite this challenge, Adidas remains focused on investing in its products, brand, sales, and marketing for continued growth.

The brand’s positive outlook for 2024 is backed by its strong performance in various markets globally. However, Adidas still faces challenges such as recovering from its breakup with rapper Ye and sluggish sales in North America. Additionally, a significant tax bill led to a rare annual loss last year. Despite these challenges, Adidas is determined to maintain its growth trajectory and continue the success of its iconic sneaker styles.