Adidas CEO: We will accompany Messi until the last minute, Nike sponsors the German team? We don t panic

Talking about the steady development of Adidas

"Currently Adidas is riding a strong east wind and moving forward steadily. We must maintain this momentum and not lose our way. Nike used to be doing well, but suddenly things went south. Adi has also performed well and then made mistakes. Things change quickly, but brand values ​​and their core don’t change easily. Nike is now experiencing difficulties, but its annual sales are still as high as 45 billion euros. Our job is to stay calm, deal with the impact of various external factors, adopt a pragmatic attitude, and focus on what we can control. "

Is investing in young personality players like Bellingham, Yamal and Edwards a way to maintain the brand's personality?

"We certainly hope so. When you are looking for partners, you not only want to find people who perform well, but also want to find people with personality. These three players are unique but fit perfectly with the image our brand requires. We've been working hard to optimize our signings and our team has done a great job identifying talent. Global teams can provide financial support and showcase them well, but is there a new Michael Jordan? No. You can't predict a new Michael Jordan. Some things are unique. "

Can Adidas challenge the industry leadership?

"We can become the number one market in France, China, South Korea and Norway. Adidas's goal is to achieve leading positions in all markets except the United States. In the United States, our goal is to double our business. We have to admit, Nike has been in the U.S. for 50 years and they are doing so well that we still have a long way to go before we can catch up to them. Of course, we want to take market share from them, and we'll do that by pleasing consumers rather than trying to challenge them directly. "