• Safwan AMM
• 30 September, 2025

Adidas Comeback Story: Lessons Every Business Can Learn

Two years ago, Adidas was facing a crisis. The brand had just cut ties with its Yeezy business — a move that cost billions and left many wondering if the three stripes could ever bounce back.

But today, Adidas is not just surviving, it’s thriving. The secret? Smart leadership, quick decision-making, and going back to its sporting roots.

Fast Decisions Save Time and Money

When Bjørn Gulden stepped in as CEO in 2023, he noticed something simple but dangerous: Adidas was too slow. Teams were hesitant, always waiting for approval. His first step? Give people the freedom to act fast and take decisions.

Think about your own business. How many times do we delay decisions, waiting for “the right moment”? Gulden proved that sometimes the best strategy is to act quickly, test, and improve on the go.

Riding the Samba Wave

Here’s the best example: the Adidas Samba. The shoe was already gaining global attention, but Adidas wasn’t planning to increase production until 2024. Gulden saw the trend, and within five days of joining, he said: “Let’s scale it now.”

That decision turned Samba into one of the hottest sneakers worldwide, worn by celebrities, athletes, and everyday people alike. The lesson? When you see demand, don’t wait. Act while the fire is hot.

Back to the Core: Sports

Over the years, Adidas was leaning too much into “fashion lifestyle.” Gulden reminded the company of its DNA: sport. Basketball and North America became a major focus. A new Los Angeles office and design hub helped Adidas understand local markets better — a move that built stronger connections with customers.

For Sri Lankan entrepreneurs, this is gold: never forget your core. It’s easy to chase trends, but staying true to your roots creates trust and long-term growth.

Key Takeaways for Businesses

• Speed matters: Don’t get stuck in endless discussions — act fast.
• Spot opportunities: If something is working, double down quickly.
• Stay true to your DNA: Your brand should always connect back to its roots.
• Think local, act global: Understand markets at the ground level.

Adidas’ comeback shows us that even the biggest brands can stumble — but with the right mindset, a crisis can turn into the biggest growth story.

If Adidas can turn billions in losses into billions in sales, what’s stopping your business from making its own comeback?