When Herbert Hainer took over at Adidas in 2001, sales were lagging, and the company was struggling with new shoe designs. Some CEOs would have addressed the revenue crisis by cutting expenditures and urging employees to sell more shoes. Instead, Hainer revamped the firm’s marketing strategy to emphasize athletic performance. When Hainer retired in 2016, Adidas’s market value had risen from $3.4 billion to more than $30 billion.
“The goal wasn’t to be the biggest and the richest, it was to start creating products that helped athletes perform better.”
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