🏆 Integrated Case Study 2025: Strategy in Action with adidas at HHL
Last week, our campus once again turned into a real strategy lab. On December 3–4, we hosted this year’s Integrated Case Study (ICS) — one of HHL’s most hands-on, interdisciplinary learning formats. Two days full of energy, teamwork, sharp thinking, and the unmistakable HHL spirit of making things happen .
Together with senior leaders from adidas, our students worked on strategic challenges from the case “The Annual Strategy Summit at adidas”, diving into questions such as:
🟡 How should adidas drive international growth?
🟡 Where do value chain improvements and M&A opportunities create the biggest impact?
🟡 How can a global sponsorship strategy strengthen the brand in major sports events?
The insights, discussions, and debates with our adidas guests brought real-world complexity straight into the classroom — exactly the kind of learning experience that turns knowledge into action.
A big thank you to Dr. Anna Girard, Matthias Fritz, Sean Porta, and Francisco Casal Ribeiro for their openness, expertise, and guidance. Your perspectives elevated the entire experience for our students.
Our faculty teams from Accounting, Finance, Strategy, Marketing, and Logistics were deeply involved throughout the ICS, showing how powerful integrated teaching can be when disciplines connect and students are challenged to think holistically.
🌟 We’re already excited to continue this great collaboration with adidas in 2026!
#HHL #BusinessEducation #StrategyInAction #adidas