New adidas CEO: Puma Boss Bjørn Gulden Changes Sides

Previously, they were just rumours, and now it's official. Bjørn Gulden, former Puma CEO, will become the new adidas CEO from January 1st, 2023. The announcement came as Bjørn reported his resignation from Puma and Kasper Rørsted announced his retirement from the adidas CEO position in August.

"We are very pleased to welcome Bjørn Gulden back to adidas. Bjørn Gulden brings almost 30 years of experience in the sporting goods and footwear industry. Therefore, he knows the industry very well and can draw on an extensive network in sports and retail," said Thomas Rabe, Chairman of the Supervisory Board of adidas AG. "Bjørn Gulden already worked successfully for adidas for seven years in the 1990s. As CEO of Puma, he revitalised the brand and led the company to record results. The Supervisory Board of adidas AG is convinced that Bjørn Gulden will lead adidas into a new era of strength and looks forward to a successful cooperation."

Rørsted will leave adidas on November 11th and Chief Financial Officer Harm Ohlmeyer will take over until December 21st.

Bjørn Gulden Is New adidas CEO

With the official announcement from adidas, Puma promotes Arne Freundt as the company's new CEO and chairman of the board.