Bloomberg Businessweek

How Adidas Got Back In the Game

Younger players, music producers, and fast fashion are paying off | “It’s really millennials fueling this resurgence”

Aaron Ricadela

When Angelique Kerber won the U.S. Open in September to bring the women’s tennis title to Germany, she was decked out head-to-toe in gear by Adidas. NFL wide receiver DeAndre Hopkins kicked off the Houston Texans season wearing cleats designed by rapper Kanye West, part of Adidas’s strategy of mixing sports and hip-hop culture that’s resonating with kids. Even celebrities such as Katie Holmes and Kristen Stewart lately have been seen sporting Adidas’s back-to-basics Stan Smith tennis sneakers, which some fashionistas have taken to mixing with couture wear.

“If a giant hurricane

You're reading a preview, sign up to read more.

More from Bloomberg Businessweek

Bloomberg Businessweek2 min read
Launer Traviata Bag
THE CHARACTERISTICS Launer, a British purveyor of leather goods, earned its Royal Warrant in 1968 after Elizabeth II started carrying its handbags. Since then, the company’s Traviata has become part of the queen’s signature look (she’s rumored to us
Bloomberg Businessweek4 min read
Gone to Carolina
“It was one of those moments,” says Scott Davis, “where everything lined up perfectly.” A veteran fly-fishing guide and fly-shop owner in Charleston, S.C., he was headed out last September with a first-time client just as the sun was beginning to set
Bloomberg Businessweek5 min read
What Hurricane Maria Didn’t Blow Away
After President Trump said in an Oct. 3 television interview that Puerto Rico’s debt would have to be forgiven, the price of bonds issued by the U.S. territory fell as much as 31 percent, a massive move in the staid world of municipal credit. The pre