The recent announcement of Mathias Döpfner, CEO of the media giant Springer, joining the supervisory board of Adidas has sparked apprehension among some employees at the company's headquarters in Herzogenaurach. This concern mainly stems from the time during the COVID-19 pandemic when Adidas faced a severe public backlash for its handling of closed stores and rental payments. At that time, the company's controversial decision to utilize a legal loophole to avoid paying rent for its shut down stores attracted extensive media scrutiny, particularly from the Bild newspaper, which published a multitude of critical articles against Adidas, affecting its public image significantly.

During the peak of the pandemic, Adidas, alongside other companies such as Deichmann, H&M, and Puma, sought to navigate the financial repercussions of lockdowns. However, none faced the level of media aggression from Bild as Adidas did, drawing ire from government officials and the public alike. This situation ultimately led to what has been described as one of the deepest image crises in the company’s history, challenging its reputation and strategy in the market.

As Döpfner steps into a board role amid these historical concerns, the implications for Adidas's future direction and governance are under scrutiny. Employees are questioning whether such an appointment signifies a shift in strategy or merely an ill-timed decision reflecting a lack of coherent vision for overcoming past missteps and focusing on innovative strategies for the future.