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Fortune
Fortune
Eleanor Pringle

Chaos for Adidas as campaigners make hoax announcement that former factory worker has been named co-CEO

Shocked viewers watch two models on the catwalk at Berlin Fashion Week (Credit: JELLY LUISE)

Global sportswear brand Adidas shocked the fashion world this week by seemingly appointing a former factory worker as co-CEO, as well as revealing that it was launching a "pre-worn" collection at Berlin Fashion Week.

However the "utopian announcement" was later revealed to be the work of fair pay campaigners, piling pressure on the athleisure wear giant to make promises about laborers' pay and union rights.

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