Post by adidas

As the FIFA World Cup™ is in full swing, adidas CEO Bjørn Gulden pointed out the power of the sport to bring people together in an interview with stern, a German weekly magazine: “When you see how the fans from Ecuador celebrated in Times Square in New York after reaching the knockout rounds – together with the fans of other nations – you can feel the enthusiasm and how football connects people. The world needs that today more than ever.” The conversation spans topics from the atmosphere across North America and the cultural relevance of football to leadership and global business, as well as the role sport plays in society. It also offers insights into how adidas is experiencing this FIFA World Cup™: “We can already see that our commercial success linked to the World Cup is on a whole other level than ever before.” Beyond the game itself, Bjørn speaks passionately about the broader impact of sport and why investment in sporting opportunities matters: “Sport is the easiest way to integrate people. And it also promotes social skills in children through team sports. Sport is a small school for life.” From football’s power to unite communities to the future of sport and culture, the interview provides a candid perspective on the opportunities and responsibilities that come with being part of the world’s biggest sporting event. Big thanks to Sven Afhüppe and Leonie Scheuble for traveling across the globe to conduct this interview – and enjoy a bit of the adidas Home of Soccer experience while they were at it.😉