Andrea Felsted, Columnist

Adidas Found Its Next Samba. Watch Out, Nike.

The company is following its well-worn playbook. But it shouldn’t become over-reliant on one signature style.

April 22, 2024 at 4:00 AM UTC

Andrea Felsted is a Bloomberg Opinion columnist covering consumer goods and the retail industry. Previously, she was a reporter for the Financial Times.

Ready to Samba.
Photographer: Jeremy Moeller/Getty Images Europe

Provide news feedback or report an error

Site feedback:

Take our Survey

This article is for subscribers only.

Adidas AG is Samba-ing all the way to the top.

The popularity of its retro sneakers, as well as its Gazelle, Campus and Handball Spezial shoes, was the main driver of last week’s upgrade to forecasts for full-year operating profit to about €700 million ($745.4 million) from €500 million.