Sneakers in Space as Adidas Rides Kanye, Aaron Judge

Zion Armstrong, president of Adidas North America, joins Scott Soshnick and Eben Novy-Williams to discuss a host of issues related to the business of sports, including how the company seeks to win new customers in the sneaker and apparel space. Armstrong also discusses the differences and effectiveness of athletes like New York Yankees star Aaron Judge versus celebrities like Kanye West, who works with the brand. Also discussed is the company’s decision to fiddle with its proprietary technologies in space, and how technology is helping Adidas to harness more data from customers as the shopping experience is overhauled. Armstrong also talks about innovation and corporate culture, and also settles the longstanding debate over how to properly pronounce the company’s name: Uh-Dee-Dis or Ah-Dee-Das.

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