Björn Gulden, CEO of Adidas, is relaxed about the change in supplier. picture alliance/dpa | Christian Charisius
Adidas boss Björn Gulden shows understanding for the DFB’s change of supplier to Nike.
According to media reports, Nike offered the DFB 100 million euros per year for the equipment contract, around twice as much as Adidas recently paid.
Adidas had to report a loss in the past, but has stabilized again under CEO Gulden.
It felt like the whole of Germany was in turmoil when the DFB announced that it would soon be changing supplier. From the traditional German brand Adidas to the US competitor Nike. Even German politicians got involved. The tenor: How can the DFB do this – after more than 70 years of partnership?
But someone who should actually be interested doesn’t seem to see it that closely. “I’m not upset,” Adidas CEO Björn Gulden said in a conference call reported by the “Spiegel“ reported. “It was a sensible decision,” he added.
Adidas didn’t want to pay 100 million a year
Background: According to media reports, Nike offered the German Football Association 100 million euros per year for the equipment contract, around twice as much as Adidas had recently paid. The people of Herzogenaurach did not want to take this sum. “We are a company that has to weigh costs and income. We would not want to pay the price that our competitor paid according to media reports,” said Gulden.
Adidas has been under pressure in recent years. Due, among other things, to the turbulent end of the business relationship with rapper Kanye West, the company had to report a loss for the first time in its history. Business has now stabilized again under CEO Gulden.
LS