Sportwear boss suggests PM's fashion efforts may have actually boosted brand, as Adidas reveals swing to profit
Sportwear boss suggests PM's fashion efforts may have actually boosted brand, as Adidas reveals swing to profithas seen “no impact” on sales after Rishi Sunak was pictured wearing a pair of Sambas – a fashion move that led to fears for the repuation of the cool retro trainer.
After he was seen wearing them on social media earlier this month, some felt he had dealt a blow to the credibility of one of Adidas’s top-selling styles. Privately, Adidas will be relieved Sunak did not hit sales, as strong demand for its Gazelle and Samba sports shoes are helping drive its strong first-quarter growth, especially in Europe, the company said.The popularity of the Samba, and the Gazelle, means that Adidas is considering delaying the return of its retro Superstar basketball shoes, Mr Gulden said.
The German firm said that for the three months ended March, net profit swung to €170m from a loss of 39m euros for the same period last year.
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'Devotee' Rishi Sunak Defends Wearing Adidas Sambas After Angering FashionistasGraeme Demianyk is a news editor at HuffPost UK, and is based in New York. As well as being night new editor, he has written extensively on the Grenfell tower disaster and the UK's housing crisis.
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