The Telekom boss was rhetorically strong as usual, the new Adidas boss scored with his unconventional manner.
(Photo: IMAGO/Panama Pictures, dpa)
Dusseldorf “Good morning everyone, I hope you’re doing well?” Wearing a red training jacket, Björn Gulden greets the Adidas shareholders in the Stadthalle Fürth. Not only the relaxed tone and the casual outfit of the CEO at a general meeting are unusual. The Norwegian ex-soccer player speaks freely, without a script and without reading the prompter.
With an accent and often shaky sentence structure, he says: “If I say something wrong and funny, then it’s due to the language and not to the content.” But his message is clear – Gulden wants to make Adidas “the best sports brand” again. He dampens excessive expectations: “We don’t want to make the mistake again of wanting to shine for a quarter for you.” But he promises: “The year 24 will be better, 25 will be good.”
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