Invested: New Adidas chief gears up for long race ahead

Adidas’s incoming chief executive Kasper Rorsted is a stock market darling, but he will need all of his corporate wiles to keep the German sportswear giant ticking over, writes Ed Micheau

21st February, 2016
12
Lionel Messi, one of the jewels in Adidas’s crown

In the summer of 1936, sports shoe designer Adi Dassler drove to the Olympic village in Berlin with a suitcase full of running spikes and persuaded US sprinter Jesse Owens to use them. Not only was it the first sponsorship for an African American, but the afterglow of the four gold Olympic medals won by Owens propelled Dassler’s running shoes on to the international stage.

Dassler would later establish Adidas in 1949, and the...

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