Adidas is changing the way it does things under the leadership of Bjoern Gulden. The company wants to focus on what made it popular around the world: making good sports equipment and dealing directly with the people who buy its products.

As the year 2026 starts Bjoern Gulden is trying to make Adidas more about sports and helping people who buy Adidas products get what they want whether they are in a store or shopping online. Adidas wants to be good at making sports equipment and have a better relationship, with the people who buy Adidas products.

Gulden is the person who’s in charge of Adidas now. He took over after the company had a lot of trouble figuring out what kind of brand it wanted to be. Gulden says that Adidas is strong because it makes products for sports.

Recently Adidas has been focusing on making shoes and clothes for people who run, play football, train and do sports. The company is spending money on new materials studying how the body moves and asking athletes what they think of the products.

The main goal of Adidas is to make products that are not just cool looking. Also really good at helping people perform well when they are playing sports. Adidas wants its products to be the best they can be when people are running or playing football or doing sports. Gulden and Adidas are working hard to make sure that Adidas products are great, at what they do.

At the time Adidas is making its products simpler. The company thinks that having many products is a problem. It wants to get rid of this problem so it can sell products faster and manage its stock better. By having products Adidas can focus on the ones that people really want. This means the company can spend its money on marketing and new ideas for the products that’re most popular. This will also help Adidas make money, which is important for big sportswear companies like Adidas because people are not always buying the same amount of products and it costs a lot to make them. Adidas is doing this to have products, like its other brands. Adidas wants to make sure it has profits and Adidas is watching this closely.

Adidas is focusing on selling things to the people who buy them. This is a part of what Gulden wants to do. Adidas still works with companies to sell their stuff but they really want to sell things themselves.

They want to use their stores and websites to sell things because this way they can get to know the people who buy from them better. They can also tell their story in a way and make more money if they do it right.

Adidas has been making changes to their stores and websites to make it easier for people to buy from them. They want people to be able to buy things from them whether they are in a store or on a website.

This is what they mean, by an experience. Adidas is doing things like redesigning their stores and making their websites better so people can buy things from them easily.

E-commerce is a part of the DTC push and it is still growing. Adidas is working on making its apps and websites so they can give people suggestions that are just right for them. They also want to make it possible for people to buy items that are only available for a short time.. They want to make their loyalty programs a bigger part of what they do. The people in charge of Adidas say they do not just want to sell a lot of things they want to make sure people keep coming back to buy from them again and again. They want to build a relationship, with their customers through things like talking to them and making a community. Adidas wants people to keep buying from them for a time that is their main goal.

Adidas is doing marketing in a way under Gulden. They want to make sure that what they say about their products is true and that people believe in them. Adidas is working with athletes. Doing things like sports initiatives for people who are just starting out. They are telling stories about events to show that Adidas is a sports brand. Adidas does not just want to follow what is popular for a while. They want to be a brand that athletes trust, no matter if they are professionals or just people who like to stay fit. Adidas wants to be a partner for athletes, at every level.

Adidas is doing a job with getting things done. They fixed the problems they had with getting products to people. Now they have a good amount of stuff in stock. Adidas is using information to figure out how much of something they will sell so they do not have to sell things at low prices. This helps Adidas because they have money to try new things and make the brand better. Adidas can use this money to make products and make people, like the Adidas brand more.

Looking ahead, Gulden’s refocus signals a return to fundamentals combined with modern execution. By anchoring the brand in performance excellence while scaling direct-to-consumer capabilities, Adidas aims to strengthen resilience in an increasingly competitive global sportswear market. For investors, partners, and consumers alike, the message is consistent: Adidas is rebuilding momentum by staying true to sport, owning the consumer relationship, and executing with discipline under focused leadership.