Adidas Eventually Changed Its CEO.

A few days ago, Adidas announced the introduction of the current Hanko CEO Kasper Rorsted to replace Herbert Hainer's CEO position, and officially completed the handover on October, the 1 th day, to assume the responsibility of CEO to lead Adidas forward.

The long rumored scheme has finally come to an end in the era of Herbert Hainer.

As CEO, it is most important to lead the company to move forward steadily.

At this level, Herbert Hainer, who was promoted to Chairman and CEO of the board in 2001, was not too much of a fault in the early stage of his career. During this period, Adidas rose steadily. He also won the prize in the economic field in 2003.

However,

It is so tragic that competitors are developing rapidly. Meanwhile, Herbert Hainer rashly bought Reebok and misjudged the center of gravity of the market, leaving adidas away from its rivals.

Bad performance also deepened the contradiction between Herbert Hainer and the board of directors.

As early as last February, the board of directors had intended to withdraw the position of Herbert Hainer, although Adidas had not yet delivered a contract to Herbert Hainer until 2017.

Herbert Hainer is the longest serving CEO of Adidas AG Adidas group and Germany DAX index group. In 1987, he was hopping from Procter & Gambler Co. (NYSE:PG) Procter & Gamble group to Adidas AG Adidas group as Germany sales director, and promoted to Chairman and chief executive officer in 2001.

In 2014, the two parties renewed their contracts until March 2017, but the board and

Dissatisfaction gradually accumulated. In early 2015, Herbert Hainer disclosed that the group had started to search for new CEO.

However, thanks to the successful star strategy, Adidas Originals together with the professional

The product led to the strong recovery of the whole Adidas brand at the beginning of last year.

Adidas reported a net profit of 221 million euros in the first quarter of last year, up 8.2% from the same period last year.

And Adidas, who has the capital, began to find the rhythm of counterattack. By the end of last year, Adidas had taken all the professional sports except NBA in North America. In Europe, adidas has strengthened its cooperation with the major football clubs, especially in Manchester United, Chelsea, Real Madrid and Juventus.

Anyway, in a word, adidas has launched a comprehensive and effective counterattack, and has achieved initial success.

It is understood that the 53 year old Kasper Rorsted is now the CEO of Henkel AG & Co. KGaA (HNKG_P.DE), Henkel group, Germany's daily chemical giant.

The group suddenly announced today that Kasper Rorsted has resigned and is leaving in April 1st. The group has appointed Hans Van Bylen, the head of beauty care, as its successor.

Henkel AG & Co. KGaA (HNKG_p.DE) lost a maximum of 5.2% in early trading on Monday, while Adidas AG (ADSGn.DE) was surged by up to 12.3%, the largest intraday gain in more than 7 years.

A company like Adidas is just like the Titanic sailing in the sea, steering in time to avoid the iceberg, and it is difficult to ensure that the hull is safe.

So even last year, Adidas gave up a gratifying answer, but the Herbert Hainer, which had been depleted by the board of directors, was no longer the CEO of their eyes. Only the introduction of fresh blood for management could better ensure the safe navigation of the big ship.

Adidas AG, chairman of the board of supervisors of Adidas group, Igor Landau expressed gratitude to the Herbert Hainer for many years in the announcement, and stressed his achievements. He pointed out that during his term of office, the group's income increased by two times, and net profit and employee number increased three times. The market value of the group also rose from the original 3 billion euros to now more than 18 billion euros.

Back to second or even beyond NIKE? Who can say that?