Adidown
After years in the black, sportswear giant Adidas has gone red. The German company posted its first annual loss in over 3 decades as the full effects of its breakup with Kanye West and his valuable Yeezy brand continue to hamper the apparel behemoth.
The company revealed a €14m net loss for 2023 — a far cry from the €638 million net income it notched in 2022, and even further from the €2.2 billion (~$2.4 billion) that it achieved the year before. Weak revenue in the US, its second biggest market, is driving the decline, with sales slipping 16% in 2023 — a trend that the 74-year-old company expects to continue this year as it battles with a glut of inventory.
My beautiful dark twisted fantasy
When it cut ties with Kanye West in October 2022, Adidas still had some $1.3 billion worth of Yeezy shoes in its warehouses that it has slowly shifted over the last 15 months, donating some of the profits to fight hate speech, and the company now finds itself in a transitional period.
Soccer-player-turned-CEO Bjørn Gulden, who spent nearly 10 years at the helm of rival Puma, set out a pretty understated roadmap slogan, saying that Adidas should be a “good company” by 2025 and a “really healthy company” by 2026. Nonetheless, shares in Adidas are up 55% since Gulden took the reigns and implemented his turnaround plan.
