Adidas Extends Contract of CEO Björn Gulden Until End of 2030 - Adidas smashes records with €24.8B revenue under CEO Björn Gulden's leadership
Adidas has announced record financial results for 2025, with revenue hitting €24.8 billion—a 5% rise from the previous year. The sportswear giant credited strong demand for retro styles like the Samba and Gazelle as a key driver of growth.
Under CEO Björn Gulden, the company has also seen a sharp increase in profitability, with net profit jumping by roughly 75% to €1.34 billion.
Björn Gulden, a Norwegian former footballer, took over as Adidas CEO in 2023 after a decade leading rival Puma. His leadership qualities have been marked by significant operational and financial improvements, despite challenges like the Yeezy fallout in 2022 and ongoing supply chain disruptions. The company's performance under Gulden has led to an extension of his contract through 2030.
While Adidas has made progress, Nike remains the dominant player in athletic footwear and apparel. Over the past five years, Nike maintained a global market share of 28–30%, compared to Adidas's decline from 20% to 18%. Nike's revenue growth (8–10% annually) also outpaced Adidas's (4–6%), with Nike reaching $51.2 billion in 2025.
Changes are also coming to Adidas's leadership structure. Thomas Rabe, the current Supervisory Board Chairman, will step down in May. Egyptian businessman Nassef Sawiris is set to replace him after the annual general meeting. Additionally, Mathias Döpfner, CEO of Axel Springer, is expected to join the Supervisory Board.
Looking ahead, Adidas anticipates a further €2 billion revenue boost in 2026, driven by the upcoming FIFA World Cup. The tournament is expected to fuel demand for football-related merchandise, building on the brand's recent momentum.
Adidas's 2025 results highlight a strong recovery, with record revenue and profit growth. The company's focus on retro models and leadership qualities under Gulden positions it for further gains, particularly with the 2026 World Cup on the horizon. Meanwhile, Nike's continued dominance underscores the competitive pressures Adidas still faces in the global market.
