UK PM Sunak has not slowed Adidas Samba sales, CEO says

Adidas has seen "no impact" on sales after Britain's Prime Minister Rishi Sunak was pictured wearing Sambas, one of the brand's top-selling styles, CEO Bjorn Gulden said on Tuesday. Gulden's comments to reporters seemed to indicate the brand sees all publicity as good publicity. "Anybody in the world can wear our product and I'll be happy if they wear it," Gulden said.

Adidas has seen "no impact" on sales after Britain's Prime Minister Rishi Sunak was pictured wearing Sambas, one of the brand's top-selling styles, CEO Bjorn Gulden said on Tuesday. After Sunak sported the shoes in a clip posted on Instagram earlier this month some Brits felt he had dealt a blow to the Samba's street cred.

In a subsequent radio interview, Sunak jokingly apologised to "the Samba community" but added he had been wearing Sambas and other Adidas shoes for many years. Gulden's comments to reporters seemed to indicate the brand sees all publicity as good publicity.

"Anybody in the world can wear our product and I'll be happy if they wear it," Gulden said.