Adidas CEO Bjørn Gulden Calls Out Nike at FNAA 2024: ‘They Aren’t Here This Year’
Just like last year’s appearance while accepting the award for Samba as the Shoe of the Year, Adidas chief executive officer Bjørn Gulden couldn’t resist taking a shot at Nike again while receiving the 2024 FN Achievement Award for Person of the Year.
“As I said last year when Nike was here — they’re not here this year, which is funny; It was a joke, it was a joke — I said we had a lot in the pipeline,” Gulden said. “And when you have 75 years of history, you have a lot in the pipeline. So to the people in the US, Europe China, Mexico and wherever, they should have the prize.”
Prior to the jab at Adidas largest competitor, which drew laughs from the audience, Gulden shifted focus to the broader company.
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“There shouldn’t be any award for person for the year because we all known in this industry it’s the team,” Gulden said. “It should be renamed Team of the Year.”
At last year’s award show, Gulden also garnered laughs when he said: “To the Nike people in the room, watch out. We have a lot in the pipeline… not a joke.”
Gulden was introduced by Billie Jean King, who honed in on his connection to soccer (or football) and said his superpower is “making us all want to buy more sneakers.
Since taking over as the CEO of Adidas in January 2023, Gulden as led a remarkable turnaround for the German footwear giant. Adidas has raised its guidance three times over the course of 2024, and in its most recently reported quarter, sales hit 6.44 billion euros (or $6.79 billion at current exchange), compared with 5.99 billion euros (or $6.31 billion) in the third quarter last year.
The reversal in sales under Gulden’s stewardship testifies to Adidas’ quickly renewed grasp of the zeitgeist following the high-profile exit of Kanye West. His award comes after the Samba was named Shoe of the Year at the 2023 FN Achievement Awards, and the Anthony Edwards 1 (or AE 1) has generated more buzz than any other basketball sneaker, debut or otherwise, in a number of years.
“Adidas’ turnaround stood out because they didn’t just navigate challenges. They set the tone for the industry,” said Martin Badour, president of Snipes USA, said in the FN story on Gulden’s award. “In a tough market, they leaned into innovation, stayed culturally relevant and delivered products that resonated with consumers, proving they’re always a step ahead.”
Snipes CEO Dennis Schröder added: “A strength of Bjørn Gulden is definitely his realistic and holistic perspective on the market. As a leader, he not only manages to keep up with the speed of the market but is regularly ahead of it, focusing on the right product and optimized supply chains. Bjørn sets the right impulses for success.”
For 38 years, the annual FN Achievement Awards — often called the “Shoe Oscars” — have celebrated the style stars, best brand stories, ardent philanthropists, emerging talents and industry veterans. The 2024 event is supported by sponsors Listrak, Marc Fisher, Nordstrom and Vibram.
About the Author:
Ian Servantes is a Senior News Editor for Footwear News specializing in sneaker coverage. He’s previously reported on streetwear and sneakers at Input and Highsnobiety after beginning his career on the pop culture beat. He subscribes to the idea that “ball is life” and doesn’t fuss over his kicks getting dirty.
