Recently, Adidas Global CEO Bjørn Gulden visited Shanghai Jiao Tong University and held discussions with the university’s president. Both parties reached consensus on further deepening their long-term strategic cooperation. In the future, they will advance collaboration in areas including university sports team development, campus sports activities, specialized talent cultivation, scientific research innovation projects, and international academic exchange cooperation, jointly injecting new developmental momentum into comprehensively promoting a healthy China and building a strong sports nation.
The university president welcomed Bjørn Gulden’s visit and systematically introduced the institution’s achievements in promoting physical health among teachers and students and advancing campus sports culture development. He stated that Shanghai Jiao Tong University always prioritizes enhancing the physical fitness and promoting the physical and mental health of teachers and students, committed to creating a positive campus sports atmosphere. Looking ahead, he hopes to deepen cooperation with Adidas in sports development, sports health research, and sports cultural exchange, jointly exploring new models of integrating sports and education, and forming synergies in sports technology innovation research, sports cultural exchange, and high-quality sports talent cultivation.
As an internationally renowned sports brand and sporting goods enterprise, Adidas has conducted numerous fruitful collaborations with Shanghai Jiao Tong University in areas such as sports talent cultivation and campus sports culture development. For Adidas, the cooperation with Shanghai Jiao Tong University represents another important step in its “in China, for China” strategy and strengthening its campus sports layout. This year, Adidas has already deeply partnered with universities including Tsinghua University and Fudan University, actively exploring technological innovation and talent cultivation. In the future, Adidas will remain committed to its original aspiration of “changing lives through sports,” deepen its localization strategy, and contribute wisdom and strength to the development of Chinese sports and campus sports.
Gulden spoke highly of Shanghai Jiao Tong University’s scientific research innovation and vibrant campus sports atmosphere. He expressed anticipation for both parties to work together, combining cutting-edge sports technology with profound campus culture, conducting in-depth exchanges and cooperation, inspiring more young people to love sports, and supporting campus sports development.
Gulden was also invited as a guest speaker for the 96th Lixing Lecture Hall at Shanghai Jiao Tong University, delivering an inspiring speech titled “You Got This” to the university’s young students. He shared his unique insights on global sports industry trends from multiple dimensions including the original purpose of sports, the evolution of sports technology, and the dissemination of brand culture. He engaged in enthusiastic dialogue with teachers and students present about brand spirit and sports spirit, stimulating students’ innovative thinking and passion for striving.
Subsequently, Gulden and his delegation visited the Hu Faguang Sports Stadium, interacting and exchanging with students from the university football team and the Running Bugs Club’s middle and long-distance running team. Students actively shared about campus life, daily training, and competitive goals. Drawing from his own experience as an athlete, Gulden encouraged students to maintain their passion for sports and continuously push their limits, happily expressing how he felt the vibrant energy upon returning to a university campus.
Gulden stated that giving lectures to students was very interesting, and the exchanges became even more engaging when students began asking questions. These students were very confident and asked excellent questions. “I have visited China frequently over the past 30 years, and my impression hasn’t changed – China’s younger generation has always been very open, very confident, quite curious, and they also have critical thinking skills. This was a very good interaction.”
Regarding Adidas Greater China’s headquarters relocating to Shanghai’s West Bund in 2026, Adidas Greater China Managing Director stated that as a sports company, Adidas has focused on sports development in China over recent years. The company has grown larger, requiring more space by 2026 to accommodate additional functions, including creative centers. Meanwhile, Adidas colleagues are very fond of sports, and the West Bund environment can provide more opportunities for colleagues to run, play basketball, and skateboard. “We believe that location can provide better space for our employees while also helping Adidas’s future development, which also demonstrates Adidas’s confidence in the Chinese market.”
Gulden pointed out that Shanghai plays a very unique role, serving not only as a base where Adidas creates and manufactures products for Chinese consumers but also as a hub distributing all
