Adidas appoints former Puma exec as CEO

Adidas has appointed Bjørn Gulden as its new CEO and member of the executive board, effective 1 January 2023. 

Gulden replaces Kasper Rorsted as CEO, who will step down and leave the company on 11 November 2022.

Gulden joins Adidas from Puma, where he served as CEO since 2013. Prior to this, he was CEO of Pandora, Managing Director of Deichmann and President of Rack Room Shoes.

The announcement also marks Gulden's return to Adidas, having previously worked as the brand's Senior Vice President of Apparel and Accessories from 1992 to 1999.

Thomas Rabe, Chairman of the Supervisory Board at Adidas, said: “We are very pleased to welcome Bjørn Gulden back at Adidas. Bjørn Gulden brings almost 30 years of experience in the sporting goods and footwear industry. As a result, he knows the industry extremely well and draws on a rich network in sport and retail.

"Bjørn Gulden already served adidas successfully for seven years in the 1990s. As CEO of Puma, he re-invigorated the brand and led the company to record results. The Supervisory Board of Adidas is convinced that Bjørn Gulden will head adidas into a new era of strength and is looking very much forward to a successful cooperation."

The news comes after Puma announced Arne Freundt as its new CEO and Chairman of the Management Board, replacing Bjørn Gulden as CEO.