Sam McCracken, a 28-year Nike veteran who founded the brand’s Native American community-focused N7 business, has announced his plans to retire in 2025.

McCracken announced his retirement plans on LinkedIn, where he called his tenure with Nike “an incredible ride.”

“To all of you who have trusted me to do the work that I was called to do, thank you. To those who have embraced and pushed me on how we could support our community even more, thank you. To the Athletes and Ambassadors who have shared in this mission and have helped it grow, thank you,” McCracken wrote.

Nike confirmed with FN that McCracken will retire from the company in 2025 after he onboards the next N7 leader.

McCracken, who currently holds the general manager of N7 title, started his career with Nike in 1997 at its Wilsonville, Ore., distribution center. Just three years later, McCracken became the manager of its Native American business.

Since then, McCracken has led the development of more than 25 N7 product collections and brand stories.

Aside from product, McCracken has also been a driving force for the N7 Fund, which was established in 2009 and focuses on creating access to sport for Native American and Indigenous youth in the United States and Canada.

Nike also stated McCracken’s leadership with its Native American Network & Friends has helped drive ongoing education, visibility and representation for its Indigenous community, which includes a recruitment and retention strategy.

About the Author

Peter Verry is the Senior News and Features Editor for Athletic and Outdoor at Footwear News. He oversees coverage of the two fast-paced and ultracompetitive markets, which includes conducting in-depth interviews with industry leaders and writing stories on sneakers and outdoor shoes. He is a lifelong sneaker addict (and shares his newest purchases via @peterverry on Instagram) and spends most of his free time on a trail. He holds an M.A. in journalism from Hofstra University and can be reached at peter.verry@footwearnews.com.

Caitlin Clark brought a considerable amount of eyes to the WNBA this past season, which proved to be financially lucrative for the Indiana Fever star.

This week, Sportico released its Highest-Paid Female Athletes 2024 list, which measured their total earnings for the 12 months ending Dec. 31. This included both salary or winnings and endorsements. Clark was the lone basketball player to make the list.

Clark’s earnings for 2024, according to Sportico, was $11.1 million. Her WNBA salary, the publication stated, accounted for roughly $100,000 of the $11.1 million. This included, the report stated, a base salary of $76,535 and multiple performance bonus payments, including $10,300 for her All-WNBA first team selection.

The remaining $11 million of her 2024 earnings came from endorsements. The most most valuable endorsement deal, according to the report, was Nike.

In April, The Wall Street Journal reported Nike’s deal for Clark was worth up to $28 million over eight years. The Swoosh reportedly beat out several other potential bidders, including Puma, Adidas and Under Armour.

The deal, NBA insider Shams Charania reported via Twitter at the time, would also include a signature shoe.

Clark has long been aligned with Nike, first signing a name, image and likeness (NIL) deal with the brand in October 2022. The hooper laced up several different models from Nike during her Iowa Hawkeyes playing days, mostly looks from the brand’s beloved Kobe franchise.

Though Nike has not yet released a Clark signature shoe, as a pro, she has continued to play a role in the buzz around the Kobe franchise with eye-catching player editions (PEs) and by wearing fan-favorite colorways. For instance, she debuted her first Nike Kobe PE in late July during an Indiana Fever practice, a Nike Kobe 5 Protro in the black and gold hues of her alma matter.

Aside from footwear, Nike celebrated Clark in October with a T-shirt commemorating her Rookie of the Year Award. The shirt, which is available via Nike.com for $40, features several of her rookie year accolades, including most points in a rookie season (769), most assists in a season (337) and more.

Some of Clark’s other high-profile deals in 2024 included Wilson Sporting Goods Co. (highlighted by multiple signature basketball collection releases), as well as Gatorade, State Farm and more.

In terms of viewership, the WNBA revealed in October that the full season — which included the regular season, playoffs and finals — averaged 1.2 million viewers, making it the most-watched full season on ESPN platforms ever.

What’s more, ESPN hosted the most-watched game of the regular season, a matchup between the Fever and the Chicago Sky in June, which averaged 2.3 million viewers.

About the Author

Peter Verry is the Senior News and Features Editor for Athletic and Outdoor at Footwear News. He oversees coverage of the two fast-paced and ultracompetitive markets, which includes conducting in-depth interviews with industry leaders and writing stories on sneakers and outdoor shoes. He is a lifelong sneaker addict (and shares his newest purchases via @peterverry on Instagram) and spends most of his free time on a trail. He holds an M.A. in journalism from Hofstra University and can be reached at peter.verry@footwearnews.com.

Reebok and Aries are back with another collaboration, delivering two iterations of the iconic Instapump Fury 94 before year’s end.

One of the collaborative Instapump Fury 94 unisex colorways is metallic silver, while the second is dressed in black. Also, the looks include synthetic nappa leather bladders with custom mesh detailing on the toe and tongue.

The London-based streetwear label added its signature reflective accents to the heel, which also features custom Aries heel clips. Other Aries nods include the Fluro yellow and Fluro orange hues on the outsoles. Aries and Reebok branding appears on the heels, and the collaboration comes packaged in a limited-edition collector’s black box with gold detailing.

The two Aries x Reebok Instapump Fury 94 colorways arrive Dec. 6 via Ariesarise.com, and a broader release on Reebok.com and with select retailers will take place Dec. 12 at 10 a.m. ET. Both colorways retail for $250.

Reebok and Aries kicked off the year with the Classic Leather “Mystic’s Shoe,” marking their first collaboration. The witchcraft-inspired look, which arrived in January, featured Reebok’s pale aqua and metallic gold hues, and was executed with leather uppers and tongues with exposed foam. Although the collaboration is no longer available, secondary market standouts including Flight Club and GOAT have pairs available. On Flightclub.com, prices range from $80 to $120, and the price range from $101 to $137 on GOAT.com.

About the Author

Peter Verry is the Senior News and Features Editor for Athletic and Outdoor at Footwear News. He oversees coverage of the two fast-paced and ultracompetitive markets, which includes conducting in-depth interviews with industry leaders and writing stories on sneakers and outdoor shoes. He is a lifelong sneaker addict (and shares his newest purchases via @peterverry on Instagram) and spends most of his free time on a trail. He holds an M.A. in journalism from Hofstra University and can be reached at peter.verry@footwearnews.com.

Although her confidence is unwavering in seemingly everything she does, WNBA star Angel Reese shared a vulnerable moment on stage Wednesday night at Cipriani South Street in New York at the 38th annual FN Achievement Awards.

“I’m 22 years old, I’m still figuring life out, but this is just the beginning,” Reese said while accepting her Style Influencer of the Year award.

However, if she needed a reminder of all the incredible things that she accomplished in 2024, multihyphenate Tobe Nwigwe was there to run down many of her accolades.

“I’m here to present the FN Style Influencer of the Year award to a woman that has had a monumental year,” Nwigwe said. “She’s a WNBA All-Star, we are both part of the Reebok family, she’s an entrepreneur, fashion influencer and inspiration to the next generation. She is unapologetically herself on and off the court. She continues to carve out her own place in the world, and fans worldwide have embraced her for her outspoken personality, authenticity and a dedication to the game.”

After thanking her family for their consistent and unwavering support, the Chicago Sky forward shared her gratitude for Reebok, the athletic brand that has backed her since 2023.

“I want to give a huge shout out to Reebok for just believing in me and bringing my vision to life, for everything I ever wanted to do with them and am continuing to do with them. My dreams have already come true. They’ve given me the platform to be myself, unapologetically myself,” Reese said.

With more people than ever before tuning into the WNBA this past season, Reese solidified herself both as a force on the basketball court and as a certified style star off of it.

Specifically with Reebok, she launched her first collection with the athletic brand, dubbed Reebok by Angel, in July. The collection featured several performance and lifestyle selections, including new-look versions of the BB 4000 II, the Premier Road VI and the Classic Leather.

Also, Reese debuted the Engine A on the court in August. The model is Reebok’s first performance basketball shoe release since the early 2010s.

Perhaps most importantly, both Reese and Reebok teased a signature shoe that will arrive in 2026.

Aside from her work with Reebok, Reese’s undeniable influence was quickly recognized as soon as she arrived in the pros. The Chicago Sky forward’s fans almost immediately adopted the moniker, “Reese’s Pieces,” which was also noticed by the iconic Hershey Company candy. This led to multiple limited-edition collection of apparel that was eaten up by her legions of fans.

She has also made inroads in the world of high fashion. For instance, she attended several industry events, such as the Met Gala in May, the CFDA Fashion Awards in October, a pre-Olympics event at Fondation Louis Vuitton in July and the Victoria’s Secret Fashion Show in October.

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. 

All the Photos From FN’s Portrait Studio at the FNAA 2024

View Gallery 41 Images

Skechers is for shelter pets.

With Giving Tuesday taking place this week, Skechers — winner of the FNAA 2024 Icon Award for Social Impact — confirmed it has donated $12 million to help save and support more than 2.2 million shelter pets since 2015, when the brand debuted its philanthropic Bobs from Skechers collection. The donations have helped animals in the United States, Canada, the U.K. and Japan.

“Like so many of the animals we’ve helped save, our Bobs from Skechers journey has taken us to surprising, emotional and joyous places these past nine years,” Skechers president Michael Greenberg, said in a statement.

Addressing the company’s North American efforts, the executive highlighted its partnership with Petco Love, a national nonprofit organization that is dedicated to animal welfare. The partnership began in 2019.

“[Together], we have provided much-needed grants to shelters that save dogs and cats, offered disaster relief in times of crisis, eased overcrowded shelters to give more animals a chance at survival and given people the unconditional love of a furry friend,” Greenberg continued.

Petco Love president Susanne Kogut added, “From supporting our lifesaving mission to celebrating our Love Stories winners and recipient animal welfare partner organizations, Skechers has been there to honor the joys that come with saving lives. “With more than $8.4 million given to Petco Love, Skechers has dedicated its team, time and resources to rally for our extensive network of organizations, events, and causes. We are grateful for their years of commitment and look forward to saving even more shelter pets together.”

Greenberg also stated these charitable endeavors inspired Skechers to not only organize adoption events at its stores, but also start its Paws for a Cause Design Scholarship. This scholarship, Skechers explained, was launched in 2023 and implores students to create animal-themed prints for the Bobs from Skechers collection that builds awareness for shelter pets.

In a statement, the brand confirmed Paws for a Cause now offers winning students $10,000 scholarships, mentorships with Skechers leadership and the opportunity to have their designs produced as part of the Bobs collection.

The brand also highlighted several other initiatives in North America that it participated in over the past year, including the first-ever televised Stanley Pup and Pawlympics at LA Coliseum, as well as Paws in the Park in New York City’s Union Square. Skechers also joined forces with Watching New York, an Instagram account founded by street style photographer Johnny Cirillo, to encourage adoptions and raise awareness for shelter pets.

Outside of North America, Skechers highlighted some of its other international partnerships, including Woodgreen Pets Charity in the U.K. and ALMA in Japan.

The timing of Skechers’ announcement of its ongoing philanthropic endeavors is fitting, as it will accept the FNAA 2024 Icon Award for Social Impact on Dec. 4. This year, the company’s deep commitment to helping others included its annual Skechers Pier to Pier Friendship Walk, work with the Friendship Foundation (an organization cofounded by Greenberg that provides peer support to kids with special needs) and more.

About the Author

Peter Verry is the Senior News and Features Editor for Athletic and Outdoor at Footwear News. He oversees coverage of the two fast-paced and ultracompetitive markets, which includes conducting in-depth interviews with industry leaders and writing stories on sneakers and outdoor shoes. He is a lifelong sneaker addict (and shares his newest purchases via @peterverry on Instagram) and spends most of his free time on a trail. He holds an M.A. in journalism from Hofstra University and can be reached at peter.verry@footwearnews.com.

For his second Asics collaboration, Josué Thomas not only put together a trio of compelling colorways replete with personal nods. The Gallery Dept. founder also created an entirely new silhouette.

Before month’s end, Thomas — through his renowned Los Angeles-based fashion label — and Asics will introduce the Gel-K1011, a new sneaker that features elements from the Gel-Kayano 10, the Gel-Kayano 6 and the Gel-Kayano 5, as well as other classics from the Japanese sportswear company.

Specifically, the uppers includes details sourced from the Gel-Kayano 5 (the tongue loop), Gel-Kayano 6 and Gel-Kayano 10 (the tiger stripes), and the tooling comes from the Gel-Cumulus 17. The tech includes Asics’ Trusstic innovation at the midfoot for support, as well as rear and forefoot Gel cushioning for shock absorption and layered Flytefoam and Flytefoam Propel for comfort.

Aside from the shoe’s colorways, the new model’s name is also deeply personal to Thomas. The Asics Gel-K1011 pays tribute to Apartment 1011, which is where he first discovered his passion for both sports and fitness.

“We are very intentional with the partners we choose to work with and we particularly aim to align with partners who have a unique style and individual story to share,” Asics North America senior director of merchandising Kelly Fatouretchi told FN. “This is not the first time we have partnered with Josue and the Gallery Dept. team and we were excited to see Josue’s creativity and perspective shine as we took on this second project and developed the Gel-K1011.”

As for the collaboration’s three colorways, each one was inspired by a different part of Thomas’ creative journey. For instance, the “Black/White” look was created as an homage to one of his favorite artists, and the “Khaki/Clay Canyon” look is a nod to trail running. Also, the “White/Pure Silver” iteration was described as a “crisp, clean take on classic sports aesthetics” and “designed for universal appeal.”

The three limited-edition Gallery Dept. x Asics Gel-K1011 colorways arrive Dec. 6 exclusively in Gallery Dept. stores. An online release via Gallerydept.com will take place Dec. 7 and then select retailers globally will offer the shoe on Dec. 12. Retail price for the “Black/White” look is $325 and the other colorways will sell for $295.

About the Author

Peter Verry is the Senior News and Features Editor for Athletic and Outdoor at Footwear News. He oversees coverage of the two fast-paced and ultracompetitive markets, which includes conducting in-depth interviews with industry leaders and writing stories on sneakers and outdoor shoes. He is a lifelong sneaker addict (and shares his newest purchases via @peterverry on Instagram) and spends most of his free time on a trail. He holds an M.A. in journalism from Hofstra University and can be reached at peter.verry@footwearnews.com.

Asics, Adidas and Timberland have all performed exceptionally well on StockX throughout 2024, and that success continued during Cyber Week.

On Tuesday, StockX revealed several highlights from Cyber Week, which took place from Wednesday (Nov. 27) to Monday (Dec. 2). This included a strong performance of Asics. StockX confirmed Asics had multiple releases among the top 100 best-selling products throughout Cyber Weekend, which was measured from Friday (Nov. 29) to Monday (Dec. 2), and that the top picks included the Gel-1130 “Black Pure Silver” and the Gel-Kayano 14 “Cream Black Metallic Plum.”

What’s more, StockX stated Asics — one of the platform’s fastest-growing sneaker brands — will set a new sales record in 2024. Asics was one of the fastest-growing brands on StockX in 2023, which has continued throughout 2024, and has been a mainstay on the marketplace’s trend reports.

As for Adidas, the marketplace stated the Spezial ranked among the top 100 products on Cyber Weekend for the first time. Specifically, the women’s Handball Spezial “Earth Strata Gum” and the Handball Spezial “Navy Gum” ranked in the top 100.

The Timberland 6-Inch Boot, too, had a strong showing. Led by trades of the iconic boot, StockX confirmed Timberland experienced triple-digit growth on Black Friday. Much like Asics, Timberland, too, has experienced massive sales growth on StockX in 2024. For instance, in its “Big Facts: Brands Making Moves” trend report released in August, StockX stated Timberland experienced 184 percent growth for the first six months of 2024 (Jan. 1 to June 30) compared to the same period in 2023.

Another Cyber Week standout from the “Sneakers” category on StockX was the Travis Scott x Jordan Jumpman Jack TR “Dark Mocha” — which released on Nov. 26 — landing among the top-traded sneakers with an average resale price of more than $400. Also, the Air Jordan 11 Retro “Legend Blue” that released Nov. 26 via shock drop on the SNKRS app was a top pick throughout the weekend.

As for the “Shoes” category, the Ugg Lowmel Boot was among the top 30 best-selling products during Cyber Weekend and multiple Yeezy slides — including “Slate Grey” and “Dark Onyx” — were among the top-traded products, with an average price of roughly $100.

In terms of overall performance, StockX stated year-over-year trades on Wednesday (Nov. 27) and Thursday (Nov. 28) were up nearly 40 percent and 50 percent, respectively, and the six-day shopping week closed with more trades than the same time period in 2023. Also, single-day sales records using Xpress Ship, the marketplace’s quick shipping feature, were set from Wednesday through Cyber Monday.

“This Cyber Weekend was a testament to the continued demand for sought-after products around the globe,” StockX president, chief operating officer and co-founder Greg Schwartz said in a statement. “Though many consumers remain price-conscious this year, we saw record trades on Cyber Monday and multiple brands achieved triple-digit growth over 2023. These results reflect the trust our community has in StockX and the power of our vast product catalog of sought-after items.”

He continued, “We expect this momentum to continue through the holiday season, and our team will be ready to deliver a best-in-class experience for both buyers and sellers.”

About the Author

Peter Verry is the Senior News and Features Editor for Athletic and Outdoor at Footwear News. He oversees coverage of the two fast-paced and ultracompetitive markets, which includes conducting in-depth interviews with industry leaders and writing stories on sneakers and outdoor shoes. He is a lifelong sneaker addict (and shares his newest purchases via @peterverry on Instagram) and spends most of his free time on a trail. He holds an M.A. in journalism from Hofstra University and can be reached at peter.verry@footwearnews.com.

Academy Sports + Outdoors concluded its 2024 expansion by opening five stores in the fourth quarter.

In Q4, the sporting goods and outdoor recreation retailer opened two stores in Florida (Bradenton and Yulee), as well as locations in Arkansas (Searcy), Mississippi (Meridian) and Texas (Corsicana).

With these five, Academy Sports + Outdoors opened a total of 16 new stores across 10 states in 2024. These new stores included the retailer’s first in Ohio, debuting in the state in May with a 54,000-square-foot location in Zanesville.

Academy Sports + Outdoors now operates 298 stores across 19 states. 

“Just in time for the holidays, Academy Sports + Outdoors is excited to provide more customers with a new destination to find a localized assortment of gifts and merchandise that help their family and friends have fun out there,” Eric Friederich, senior vice president of retail operations at Academy Sports + Outdoors, said in a statement. “These new stores are enabling us to grow, and we’re excited to serve the needs of young active families while also helping to create lasting memories.”

The retailer also stated it has donated more than $25,000 in total to local nonprofit organizations “to help residents and families have more fun” as part of its investment in these communities.

Footwear brands that consumers can find inside Academy Sports + Outdoors locations include Nike, Adidas, Brooks and more.

In its most recent reported quarter, Academy Sports + Outdoors announced in September a net sales decrease of 2.2 percent for fiscal Q2 to $1.55 billion, down from $1.58 billion the same time last year. Net income in the period was $142.6 million, a 9.2 percent decline from $157.1 million in Q2 2023.

About the Author

Peter Verry is the Senior News and Features Editor for Athletic and Outdoor at Footwear News. He oversees coverage of the two fast-paced and ultracompetitive markets, which includes conducting in-depth interviews with industry leaders and writing stories on sneakers and outdoor shoes. He is a lifelong sneaker addict (and shares his newest purchases via @peterverry on Instagram) and spends most of his free time on a trail. He holds an M.A. in journalism from Hofstra University and can be reached at peter.verry@footwearnews.com.

Puma is releasing a new sneaker replete with archival model nods that was designed with help from artificial intelligence (AI).

Arriving before month’s end is the Inverse, a sneaker that Puma described as an “AI-made concept built on performance models” from its archive. Specifically, Puma stated the Inhale silhouette was “the archival observation,” AI was the “artificial interpretation” and its designers provided “human refinement” to create the Inverse.

“Inverse is a deep dive into a new design mindset,” Puma lead product line manager Scottie Gurwitz said in a statement. “Our goal was to bridge the human experience with experimental technology. AI doesn’t abide by the same rules as human designers, and that can help us see things in new ways and be a good experimental tool for us as we move through the design process.”

Though this look is inspired by Puma’s heritage sneakers, there is more newness to the Inverse than just the AI design help. For instance, it features a midsole cage and the brand’s ProFoam midsole cushioning. The debut colorway was executed with red mesh uppers with dark amethyst and black accents throughout.

The campaign promoting the Inverse, too, was created with AI help. Puma stated it was supported by 3D and generative AI specialist Leilanni Todd of Floam World “who depicts the innovative Inverse inside a world of elevated product imagery.”

“In our design process, AI is very new in terms of our creative exploration and in terms of communicating ideas,” Heiko Desens, Puma global vice president of creative direction and innovation, said in a statement. “At first there was a feeling of uncertainty about the impact of it to our community, but the fascination and new possibilities have taken over. I am stunned by the granular level of the output, and as creatives, we have a new precision tool to level up our design work.”

The Puma Inverse arrives Dec. 7 via Puma.com, at the brand’s flagship stores and at select retailers.

About the Author

Peter Verry is the Senior News and Features Editor for Athletic and Outdoor at Footwear News. He oversees coverage of the two fast-paced and ultracompetitive markets, which includes conducting in-depth interviews with industry leaders and writing stories on sneakers and outdoor shoes. He is a lifelong sneaker addict (and shares his newest purchases via @peterverry on Instagram) and spends most of his free time on a trail. He holds an M.A. in journalism from Hofstra University and can be reached at peter.verry@footwearnews.com.

On Dec. 4, Bjørn Gulden will be honored with the Person of the Year award at the 38th annual FN Achievement Awards. Below is a conversation with the Adidas CEO from the magazine’s Dec. 2 print issue, talking about his part in the company’s dramatic turnaround.

When Bjørn Gulden assumed control of Adidas in January 2023, the industry veteran inherited a company in turmoil. With determination, grit and seasoned business instincts, the chief executive officer led a remarkable revival that has once again put the Three Stripes at the center of the sneaker conversation.

But if you ask Gulden, its his team at Adidas that deserves all the credit.

“We have worked hard to get where we are. That result is because of many people,” the Adidas chief told FN last month. “We have a long way to go, but we have the things in our hands to take it to the next level. But this is a team thing, not an individual thing.”

Adidas raised its guidance three times in 2024, and in October, the company predicted growth of roughly 10 percent for the year, rather than a previously expected increase in the mid-single digits. 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.

Though the rapid pace of this turnaround seemed unlikely last year, since Gulden’s appointment, the company has found success in several areas. For instance, the Samba — which was the 2023 FNAA Shoe of the Year — led the soccer-inspired “terrace” trend. And in performance basketball, it won over hoops fans with the release of Anthony Edwards’ signature shoe, the AE 1.

“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. “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.”

And Snipes CEO Dennis Schröder added that Gulden’s leadership has been an important component in its resurgence.

“A strength of Bjørn Gulden is definitely his realistic and holistic perspective on the market,” Schröder said. “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.”

Here, Gulden talks more about Adidas’ highs and lows this year, as well as where the athletic giant is headed next.

You were under a lot of pressure when you took the reins. How have you approached the turnaround process?

Bjørn Gulden: “I’ve known the Adidas brand for many years, and I respect the possibilities. When I got the chance to run the company, I [knew we could] turn it around, but your enemy is always time. The beauty of coming from the outside when you have a management change is that they allow you that. They would not have hired me if I needed to turn things around in six months. If you have unlimited time, you can turn any company around because you can do things at the right sequence. Being public, you’re always under short-term pressure. The reason why I’m calm is that I’m old and I’ve done this a couple of times. As long as I’m healthy, I will always be calm.”

How did you make sure the industry understood your vision?

BG: “[We] showed both retailers and consumers that Adidas is back. If we please the consumers well enough and the retailers are with us, they can make money, and that’s the whole purpose. I’m a tool for them to make money, and if they don’t, then they don’t need me. The suppliers, the brand and the retailers need to work hand in hand, and maybe one of my strengths is that I know that chain and I am trying to be a fair partner. You need to trust people more in the chain, and you need to be more local in your decision-making because you cannot do everything [centrally]. It just doesn’t work anymore.”

You’re fiercely passionate about great product. How do you tell the innovation story in the right way?

BG: “Given the negativity that was around the company, it needed a new leader, and that happened to be me. But there are many people who could have done the same, or maybe even better. If there’s one thing I stand for, it’s focusing on the things that are relevant — the people, the product and the consumer, and therefore the retailers and the athletes. There’s a joke about me that we now have 35,000 articles sampled and we have a building full of products. The reason for that is, when you’re being accused of not having the right product, the best thing to do is showcase that it’s not true and show the product. If you’re a buyer and you see 2,000 products on the showroom wall, it takes you five minutes to get the impression of what this is all about. If you look only at a screen, you lose interest after 10 screens. If I should take credit for one thing, I think it was bringing back the focus on the strength of ideas when it comes to product and the brand.”

It was a big sports year across the board. How did Adidas capitalize?

BG: “Having the Euro [UEFA European Championship] here in Germany and seeing how the brand showed up across the activations, the players, the teams, and then ending with Spain winning, that was great. And parallel, Argentina won the Copa [América]. And then going to the Olympics and seeing Adidas showing up as the sports brand it is. Those two events, for me, were goosebumps things because it showed the importance of sports again. The fans, the full stadiums, the positivity, and Adidas in the middle of it looking great. That’s where, at least emotionally, everything comes together and you say, ‘Wow.’ But then you see that the brand is turning around and your like-for-like sales are going up every week, every month, and you get this feeling again that the consumer wants your product. There is nothing nicer than that.”

What did you struggle with the most this year?

BG: “In the beginning, it was to supply the demand. It’s frustrating when there’s a demand and you can’t fulfill it. It’s bad when you have people screaming for your product, but you don’t have any. The pressure put on manufacturers and the supply chain was tough because when the momentum came, we knew we had to deliver. That was a challenge, but the team was fantastic. And a difficult emotional thing was the negotiation with the German [Soccer] Federation. We came to the conclusion that, after all the years, we would give up the German national team, this symbol of Adidas in Germany. It was difficult because it created so much noise. The decision was rational, it was easy, but the consequence was it became a huge issue. That was emotionally not easy to deal with. I struggled with that personally.”

Is the Kanye West saga fully behind Adidas?

BG: “The relationship with him was over at the end of 2022 and I started in ’23. What I have dealt with is to get rid of the inventory and then try to utilize whatever income we got out of that to do something good. For me, we start in 2025 clean. We have no more inventory and we have business plans and product plans that have nothing to do with it, so that chapter is over.”

The second Trump term could bring new tariffs and other changes to the U.S. market. How are you preparing?

BG: “Regardless of who the president is, it starts with what Adidas can do for the American consumer. John [Miller], the president of Adidas North America, and Torben [Schumacher], who heads up the lifestyle piece in L.A., they decide what we do in the U.S. My job is to facilitate so we can do the right thing. Supply chain-wise, regardless of what happened in the U.S., we have already separated the China-to-U.S. supply chain. So what we need to do is better connect with the U.S. consumer, [such as] being in high school sport, college sport — and be part of American street culture. You can only do that in the U.S.”

Nike is looking to reboot under a new CEO, and brands including New Balance and Asics have a lot of momentum. How do you stave off the competition?

BG: “By focusing on the consumer. I don’t see my job as competing. I see my job as satisfying and pleasing a consumer, and there are enough consumers out there. If you do a good job with her and him, we will win the consumer. Far too many people are trying to measure what they’re doing compared to somebody, and you can look at market shares in 10 different ways. My goal for my team is to make innovative products that are linked to what the consumer will buy and do that better and better — and then we will grow.”

Soccer-inspired footwear has been a style staple the past couple of years. Will that continue?

BG: “The relaunch of the brand came with the Samba, Gazelle and Spezial — and people are worried that when that slows down, what happens? But if you look at our range, you will see that the Samba consumer has so many options. At the same time, we’ll utilize the brand heat to establish a wider offer in lifestyle running, which started with the SL 72. You have the Aruku, which is very directional, you have Megaride. We have basketball with [Anthony Edwards], we have soccer, running and we are increasing our other performance businesses. We have a good plan for the next 18 months and have all the tools to react to any changes and be as humble and nimble as we should be.”

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.