In his first earnings call with The Big a, new CEO Bjørn Gulden said that 2023 will be a year to clean up “old mess”, focusing on reducing inventories without radical discounting, and resetting the business for a return to profitable growth in 2024 and beyond. After a whirlwind seven weeks of diving into every aspect of the company, Gulden believes that all the ingredients—people, athlete and team endorsements, collaborators, innovation, technology and infrastructure—are present for Adidas to bounce back quickly from its current troubles. However, the way forward will require ... Log in to view full article.