Adidas’ CEO Gave His Cell Number to 60,000 Employees
Adidas CEO Bjørn Gulden has taken an unconventional approach to foster transparency within the company by sharing his cellphone number with a staggering 60,000 employees. The move, announced during a town hall meeting, aims to promote open communication and address concerns amid a challenging period for the sportswear giant.
Gulden, who assumed the CEO role in January 2023, inherited a complex situation at Adidas, marked by the termination of ties with rapper Kanye West (Ye) and a significant 724 million euro operating loss in the final quarter of 2022. In response to transparency issues raised by employees, Gulden made the bold move to share his personal number.
Receiving approximately 200 contacts per week from staff requesting changes within the company, Gulden emphasized the importance of leaders being transparent and approachable. The Norweigan national, with prior experience at Puma, where he orchestrated a notable sales turnaround, aims to replicate success at Adidas.
Facing challenges such as controversies following Ye’s remarks, declining sales, and employee dissatisfaction, Gulden recognized the need for a cultural shift within the company. Addressing the existing culture of finding reasons not to implement changes, he initiated a series of impactful measures.
Gulden swiftly made changes, including discontinuing the services of consultants who made decisions contrary to industry experts, reintroducing sports like cricket in key markets such as India, streamlining top-level communications, and eliminating cumbersome evaluation practices.
Despite a challenging period, Gulden expressed confidence in Adidas’ trajectory, anticipating a return to profitability this year. Adidas, long regarded as a significant player in the industry, aims to regain ground against its main competitor, Nike, which has faced challenges with declining sales and recent job cuts to save $2 billion.
Adidas’ unique approach to transparency under Gulden’s leadership highlights a commitment to fostering a more collaborative and open environment within the company.
