Bjørn Gulden

Bjørn Gulden serves as Chief Executive Officer of Adidas AG since January 1, 2023, bringing a unique combination of professional athletic experience and business leadership to one of the world's most iconic sporting goods brands. Born June 4, 1965, in Zurich, Switzerland, to Norwegian parents, Gulden embodies the intersection of sport and commerce that defines Adidas's mission. Gulden's professional football career began in 1983 with Strømsgodset Toppfotball, leading to a successful stint with 1. FC Nürnberg in Germany's Bundesliga during the 1984-85 season. His athletic background continued with Bryne FK, where he won the Norwegian cup championship in 1987, and extended to professional handball with Haslum in Norway's first league. This dual-sport professional experience provides him with authentic insights into athlete needs and performance requirements. Transitioning from sports to business, Gulden earned his Bachelor of Business Administration from the University of Stavanger and Master of Business Administration from Babson College. His corporate journey began at Adidas in 1992, where he spent seven years in various positions including Senior Vice President of Apparel and Accessories, establishing deep knowledge of the brand's operations and culture. After leaving Adidas in 1999, Gulden demonstrated his versatility across diverse industries. He served as an executive at Helly Hansen, became managing director of Deichmann SE, and led Deichmann's U.S. subsidiary Rack Room Shoes as CEO from 2000. Between 2012-2013, he served as CEO of Pandora, the Danish jewelry brand, and remained a board member until 2018, showcasing his ability to drive growth in luxury lifestyle brands. Gulden's most significant achievement came as CEO of Puma (2013-2022), where he transformed the German athletic brand into a global powerhouse. Under his leadership, Puma achieved record-breaking performance with annual sales increasing 32% to €6.8 billion and profits rising to €557 million, marking the brand's strongest results in history. He successfully leveraged celebrity partnerships with Rihanna, Kylie Jenner, Jay-Z, and Selena Gomez, elevating Puma's cultural relevance and market position. As Adidas CEO, Gulden brings his proven transformation expertise to navigate the brand through challenging market conditions while positioning it for sustainable growth. His appointment represents a historic moment, as he moves between Puma and Adidas—brands founded by rival brothers Adolf and Rudolf Dassler in the same Bavarian town of Herzogenaurach. Fortune recognized him as Businessperson of the Year in 2019, acknowledging his exceptional leadership capabilities.