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Bjorn Gulden

Bjorn Gulden is the Chief Executive Officer (CEO) of Adidas, one of the world’s leading sportswear brands. Under his leadership, Adidas has experienced significant growth and innovation in the competitive sportswear market. Gulden’s strategic vision and focus on product innovation and marketing have helped propel Adidas to new heights, cementing its position as a global leader in athletic apparel and footwear. With Gulden at the helm, Adidas continues to push boundaries and inspire athletes and consumers worldwide.

Bjorn, a remarkable figure in the global sports and fashion industries, known for his leadership, vision, and ability to transform brands into global powerhouses. Born in Norway on June 4, 1965, Gulden’s early life revolved around sports, which played a defining role in shaping his leadership approach. He began his career as a professional athlete, playing football for teams like 1. FC Nürnberg in Germany and Strømsgodset IF in Norway. His firsthand experience as an athlete gave him an invaluable understanding of sports from a player’s perspective, which later became a cornerstone in his business career.

Despite his success in football and handball, Gulden transitioned into the corporate world, bringing his love for sports into the business arena. He pursued an MBA from Babson College in Massachusetts, U.S., and soon after began his journey in executive leadership. One of his first major roles was at Helly Hansen, a renowned Norwegian outdoor apparel brand, where he learned the intricacies of managing a global brand. His career then progressed with roles at **Deichmann**, one of the largest footwear retailers in Europe, and later at Pandora, the iconic jewellery company.

In 2013, Gulden took on one of the most defining roles of his career when he became the CEO of Puma. At the time, Puma was struggling to keep pace with larger rivals like Adidas and Nike. Under Gulden’s leadership, however, the company underwent a significant turnaround. His focus on innovation, sustainability, and strategic partnerships—such as working with athletes and cultural icons—breathed new life into Puma. His ability to blend product innovation with brand storytelling not only revitalized Puma’s image but also reestablished the brand as a major player in the global sportswear market.

After a decade of success at Puma, Gulden was appointed CEO of Adidas in 2023. Taking the reins of one of the largest sportswear companies in the world during a challenging period, he is now focused on reinvigorating Adidas through similar strategies that made Puma successful. His emphasis on sustainability, digital transformation, and athlete collaboration reflects his deep commitment to innovation and ethical business practices.

Bjorn Gulden’s journey from professional athlete to leading some of the world’s biggest sports brands is a testament to his adaptability, visionary thinking, and love for sports. His story is one of continuous evolution, where passion and purpose come together to drive transformative leadership. His ability to bridge the gap between sports and business has left a lasting impact on the industry, inspiring many who seek to balance purpose with performance.

Adidas

Adidas, founded in 1949 by Adolf “Adi” Dassler in Herzogenaurach, Germany, has grown into one of the world’s most iconic sportswear brands. The company’s name is derived from its founder’s nickname and the first three letters of his last name. From its early beginnings, Adidas quickly established itself as a leader in athletic footwear, focusing on innovation and performance. Adi Dassler’s first major success came when German sprinter Lina Radke won gold wearing his spikes at the 1928 Olympics. This set the stage for Adidas’ enduring connection with elite sports.

Over the decades, Adidas has expanded beyond footwear into a wide range of sports apparel and equipment. The brand is known for its distinctive three-stripe logo, which has become synonymous with quality and style. Adidas has continually pushed the boundaries of sports technology, developing groundbreaking products like the BOOST cushioning technology and the Primeknit material. The company has also formed partnerships with numerous high-profile athletes and teams, enhancing its global reach and influence. In addition to sports, Adidas has made significant inroads into fashion and lifestyle markets, collaborating with designers like Stella McCartney and brands like Kanye West’s Yeezy line, further solidifying its status as a cultural icon.

 

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