Company profile
- Industry
- Sportswear
- Founded
- 1949
- Headquarters
- Herzogenaurach, Germany
- Ownership
- Publicly traded
Profiles are auto-generated and infrequently updated.
Decisions on record
2 verified Decision Cases on Adidas, and the casebook each one belongs to.
| Fork date | Decision type | What Adidas chose | Where it stood | The story | Casebook |
|---|---|---|---|---|---|
| 2022 | Crisis Response | Terminate and monetize inventory | roughly €750 million of leftover inventory sold through in 2023 (2023) | Read the story → | Crisis Response Casebook → |
| 2023 | Crisis Response | Sell in controlled drops | actual €268M operating profit was around €1 billion better than initial €700M-loss guidance (2023) | Read the story → | Crisis Response Casebook → |
Run one of these yourself
The decisions Adidas faced, as kits you can run.
Each pack takes one of these decisions and gives you the framework, a deck for the room, a model that resolves to one number, and the sourced cases behind it. $499, one-time.
Crisis & ReinventionThe Crisis ResponseWhat is one more quarter of not acting worth?See the pack →Moat & CompetitionThe Moat AnatomyWhat would it actually cost a challenger to take your customer?See the pack →Crisis & ReinventionThe TurnaroundIs this plan a turnaround, and can it be finished?See the pack →
The analyses
The Crisis Response · Crisis & Reinvention
Yeezy Was a €1.2B Line Inside Adidas — and One Man's Mouth Triggered Its First Annual Loss Since 1992
The $1.5B figure is a myth twice over. The real number Adidas hid for nine years: a single artist controlled a €1.2B line — roughly a twentieth of the top line — and one man's mouth triggered the company's first annual loss since 1992.
8 min
The Moat Anatomy · Moat & Competition
Adidas Survived Losing Yeezy. It Hasn't Survived What Yeezy Was Hiding.
When Adidas cut Kanye West in 2022 it lost a line that did €1.2 billion a year. It didn't write the inventory off — it sold it, and dodged a forecast €700 million loss. The real wound was never the cash. It was the decade Yeezy spent papering over a hollow core.
8 min
The Moat Anatomy · Moat & Competition
Adidas Just Beat Nike at Its Own Game. It Still Doesn't Have a Moat.
In 2024 Adidas grew revenue 12% currency-neutral while Nike crawled at 1%, and its global sportswear share climbed to 8.9% as Nike's slipped to 14.1%. But the engine driving the comeback is two reissued 1960s sneakers - and that's the same trap that just caught Nike.
8 min
The Turnaround · Crisis & Reinvention
Adidas Swung From a €58M Loss to €824M — Yeezy Liquidation Supplied Roughly €200M of It
Adidas went from a €58M loss in 2023 to €824M net income in 2024 - a real turnaround. But roughly €200M of the swing came from liquidating the Yeezy inventory it once feared writing off, and North America still shrank. The recovery is genuine. It is also unfinished.
8 min
Tools to try
- Ansoff move finderFramework: Ansoff Matrix
- Business model canvas builderFramework: Business Model Canvas
- Change readiness checkFramework: Kotter's 8-Step Change Model
- Five Forces scorerFramework: Porter's Five Forces
- SMART goal builderFramework: SMART Goals
- SWOT builderFramework: SWOT Analysis
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