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HERZOGENAURACH, Germany — Adidas’ Samba has been perhaps the most popular sneaker on the market for the past year, winning fans from Kendall Jenner to former UK prime minister Rishi Sunak and millions of customers in between.
But that wasn’t Adidas’ original plan.
When Bjørn Gulden took over as the German brand’s chief executive in January 2023, just as the Samba was starting to get hot, he learned Adidas wasn’t planning to ramp up production of the shoe until the second half of…
