Adidas CEO Bjørn Gulden: “People are talking to each other without a script now”

Adidas is one of the few German brands in China still posting growth. CEO Bjørn Gulden – who also joined Chancellor Friedrich Merz’s delegation to China – explains what has changed.

Helene Bubrowski

26. February 2026

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Helene Bubrowski

26. February 2026

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Last updated: 26. February 2026