In Paris, Adidas is taking advantage of the build-up to the Olympic Games to showcase its renewed ambitions. After a particularly difficult period, the German sportswear giant is seeking to regain positive momentum and put its brand back in the spotlight. Several celebrities and athletes attended the event organized by Adidas, including Zinedine Zidane, Pharrell…

The German sportswear giant is regaining momentum under the leadership of its new CEO, who joined the company in January after coming from Puma, while its American rival is struggling to meet expectations. The view over the whole of Paris is spectacular, matching Adidas’s renewed ambitions. During the Olympic Games, the three-stripe brand set up…

Adidas is going through another difficult period in the Chinese market. The German sportswear giant has launched an in-depth investigation following allegations of corruption involving some of its employees in China. The case reportedly came to light through an anonymous letter posted on the Chinese social media platform Xiaohongshu, in which several staff members were…

China is plunging Adidas back into trouble. The German sportswear manufacturer, which is only just recovering from the end of its collaboration with the American rapper Kanye West, now finds itself at the centre of a corruption scandal allegedly involving employees of the group in China. An anonymous letter and bribes too, according to the…

On social media, the brand is fuelling a consumer frenzy the likes of which we have rarely seen. Every day, hordes of influencers film themselves unboxing pouches or parcels. Out spill heaps of translucent bags bearing the Shein logo, containing their finds. Floral, green and blue crop tops, skirts, jackets, as well as false eyelashes,…