Adidas clarifies its position towards Ye remains unaltered following remarks by the CEO
Looks like the Adidas CEO's recent comments stirred up a buzz again. In the latest episode of Norges Bank Investment Management's "In Good Company" podcast, Bjørn Gulden, Adidas' CEO, shared his thoughts on the infamous Ye (aka Kanye West). Despite Gulden stating that Ye is incredibly creative, Adidas has held firm in their stance following the controversial comments that led to their partnership's termination in 2022.
When asked about the partnership, Gulden admitted that Ye's "statements" caused Adidas to end the contract, but he believes Ye didn't mean the hurtful things said and thinks he's not a bad person. The retailer eventually chose to sell their leftover Yeezy inventory and donate a substantial portion of the proceeds to organizations fighting discrimination, hate, racism, and antisemitism.
Interestingly, despite contemplating selling Yeezy designs without the brand name attached, Gulden nixed the idea, stating that respecting the creative partnership and avoiding exploitation was crucial.
Despite its successful partnership with Ye, Adidas has struggled in other areas. The retailer's net sales have increased only marginally since 2013 when compared to rival Nike, which has jumped significantly ahead. The competition between these two giants in the sportswear industry continues to heat up.
When it comes to the financial battle between Adidas and Nike, some interesting statistics emerge. Adidas' revenue was reportedly $25.6 billion in 2025, while Nike's income topped $51.4 billion the same year. Since 2013, both companies have shown impressive growth, but Nike's figures consistently outpace Adidas, positioning itself as a formidable force in the industry.
The athleisure market, witnessing a CAGR of 8.8% until 2034 and boasting a projected market size of $920 billion, has been capitalized on by both companies, aligning with growing customer preferences for versatile and comfortable clothing suitable for various activities.
In an effort to expand their market shares, Adidas has focused on enhancing its brand identity through strategic marketing efforts and collaborative partnerships. Meanwhile, Nike maintains its market dominance through innovative product lines, strong brand storytelling, and strategic partnerships such as the Jordan brand.
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- The recent comments made by Adidas' CEO, Bjørn Gulden, about Kanye West, once again sparked an industry-wide conversation.
- In a podcast episode, Gulden spoke about the terminated partnership with West and expressed his opinion that West didn't mean the hurtful things he said, despite the controversy.
- Adidas decided to sell their leftover Yeezy inventory and donate a significant portion of the proceeds to organizations fighting antisemitism, discrimination, hate, and racism.
- Following the termination of the partnership in 2022, Adidas has been selling Yeezy designs without the brand name, but Gulden chose against exploiting the brand.
- The competition between Adidas and Nike in the sportswear industry is heating up, with both companies showing impressive growth but Nike gaining a significant lead.
- In 2025, Adidas reported a revenue of $25.6 billion, while Nike's income topped $51.4 billion, demonstrating the financial prowess of both companies.
- The market for athleisure, expected to reach a size of $920 billion by 2034, has been a focus for both Adidas and Nike, as consumer preferences shift towards versatile and comfortable clothing.
- To expand its market share, Adidas has focused on improving its brand identity through marketing efforts and partnerships.
- On the other hand, Nike maintains its dominance through innovative product lines, strong brand storytelling, and strategic partnerships like the Jordan brand, making it a formidable force in the entertainment, finance, and pop-culture sectors.
