Adidas CEO credits marketing for ‘building back the heat’ as profits rise
Molly InnesWhile Adidas experienced double-digit growth in the first half of 2025, CEO Bjørn Gulden expects US tariffs will have a €200m impact on costs in H2.
Why Adidas’s bet on a Lionesses vs Spain rivalry paid off
Molly InnesThe brand’s bet on the Russo vs Bonmatí rivalry paid off, delivering increased brand buzz, engagement and sales, says European VP of brand activation, Roy Gardner.
Adidas says ‘impactful’ marketing will power brand momentum, as investment rises 14%
Molly InnesBrand campaigns like ‘You Got This’ contributed to an uplift in marketing investment. However, Adidas’s CEO warns price increases are on the cards following the US government’s tariff announcement.
‘It drives credibility’: Elf Beauty, Adidas and Xero on achieving effective sports partnerships
Molly InnesFrom leaning into brand advocacy and community to highly strategic partnerships, sports sponsorship is helping brands from beauty to B2B drive effectiveness.
Adidas makes headway on brand revival as marketing spend set to rise
Molly InnesHaving increased its marketing spend by 12% last year, the sportswear giant plans to ramp up investment in 2025 as its brand revival continues.
Adidas pledges to continue investing ‘heavily’ in marketing after strong Q3 sales
Hannah RashbassIn order to be a “global brand with a local mindset”, Adidas doubles down on its commitment to marketing.
Adidas ups marketing spend by 15% amid ‘brand momentum’ revival
Molly InnesAfter committing to “over invest” in marketing last quarter, Adidas has kept to its word with increased activity fuelling a quicker than expected turnaround.
Adidas weans itself off discounting amid ‘better than expected’ performance
Niamh CarrollCEO Bjørn Gulden admits the company still has a “long way to go” as it seeks to build brand equity and recover from a disrupted few years.
Adidas braces for ‘bumpy’ year after Yeezy and discounting damage brand
Niamh CarrollCompany says it will look for ways to regain “brand heat” amid fallout from termination of Kanye West partnership.
Adidas on its strategy to stop women dropping out of sport
Marketing Week ReportersTo coincide with the launch of its period-proof product, Adidas created a free lesson plan equipping young people with the tools to manage their cycle through nutrition and exercise.
Controversial Adidas ads banned for ‘explicit nudity’
Niamh CarrollWhile Adidas argues the images of breasts in the ads are a recognition of the diversity of bodies, the ASA has deemed the nudity as likely to cause offence.
GSK poaches Adidas global media director Simon Peel
Matt BarkerThe pharmaceutical multinational says it is “thrilled” at the appointment of Peel, who joins after seven years with the sportswear giant.
Reebok, Adidas, John Lewis: 5 things that mattered this week and why
Marketing Week ReportersFrom the brand implications of Adidas’s sale of Reebok to the £100m investment in financial services being made by high street retailer John Lewis, catch up on this week’s biggest marketing news.
Adidas’s sale of Reebok makes strategic sense all round
Mark RitsonReebok hasn’t reached the heights of the 1980s and 90s since Adidas bought it in 2006, and its sale means Adidas can focus on its ‘branded house’ while new owner ABG has the skills to bring Reebok into its ‘house of brands’.
How much is the Reebok brand worth after being offloaded by Adidas?
Michaela JeffersonWhen Adidas acquired Reebok in 2006 it claimed its brand value stood at €1.7bn, but in its latest financial statement that figure had dropped to €733m, so what is new owner Authentic Brands getting?