Adidas: Billionaire Nassef Sawiris New Board Chairman, Stock Price Plummets

The German conglomerate Adidas has found itself at the center of financial market attention following the announcement of strategic personnel decisions and the publication of financial forecasts for the coming year. The most significant structural change is the nomination of Egyptian billionaire Nassef Sawiris to the position of chairman of the supervisory board. Sawiris, one of the company's major shareholders, is expected to bring a fresh perspective to the brand's global strategy, particularly in light of tax changes in the United Kingdom, which are prompting investors to revise their portfolios. Adidas, founded in 1949 by Adolf Dassler after a split in the family shoe factory (from which Puma also originated), is currently the world's second-largest manufacturer of sportswear.Simultaneously, the company confirmed the stability of its operational leadership by extending the contract of the current CEO, Björn Gulden, until the end of 2030. Gulden, referred to in the media as a „sports romantic,” managed to steer the company onto a growth path in a short time following the crisis related to the termination of the partnership with rapper Ye (Kanye West). Under his leadership, Adidas recently recorded significant sales growth, reaching 13 percent, which translates into ambitious plans to increase revenues by another two billion euros in the coming years. Despite these optimistic signals, market sentiment on the Frankfurt stock exchange deteriorated significantly. Adidas's share price plunged after the company presented an operating profit forecast of 2.3 billion euros for 2026. This amount turned out to be lower than analysts' estimates, triggering a wave of selling. Operating profit remains under pressure from external factors: conflicts in the Middle East, currency fluctuations, and announced US tariffs, which could hit the margins of sportswear manufacturers exporting to the American market. „Ich fühle mich mit 60 fitter als mit 50” (I feel fitter at 60 than I did at 50) — Björn Gulden It is worth noting that Mathias Döpfner, head of the Axel Springer publishing house, is also set to join the supervisory board, which could strengthen the conglomerate's media and digital competencies. The company has set itself the goal of achieving a ten percent sales margin by 2028, which will require maintaining the current growth momentum while simultaneously managing global risk. Against the backdrop of Adidas, the Swiss brand On is also showing strong growth trends, particularly in China and the USA, intensifying competition in the footwear and technical apparel sector. 2.3 mld € — Adidas's forecast operating profit for 2026

Perspektywy mediów: Liberal and business media focus on the negative stock market reaction and threats stemming from tariffs and political instability. Conservative media emphasize the stabilization of leadership under Gulden and the strengthening of oversight by Sawiris as signals of strength.