Was former CEO Kasper Rorsted too negligent in the brand management of Adidas?
Speculation is currently rife about the possible mistakes made by Kasper Rorsted, former CEO of Henkel and then of adidas. One aspect seems particularly important to me: responsibility for the brand. His successor Gulden clearly sees this responsibility with the CEO. We can be curious.
“The ‘brand heat’, the measure of all measures in the sports goods scene, has not gone out, but has cooled down significantly. And so it was perhaps a strategic mistake by the CEO not to give brand management the full attention that others would. Former Puma boss Gulden is making brand management at Adidas a top priority again. ‘That’s where it belongs’.”
– Christian Schlesiger and Daniel Bayer in “Crash of a Superstar”, Coverstory in The Pioneer, March 12, 2023