Bjørn Gulden
Chief executive of adidas since January 2023
Bjørn Gulden is the chief executive of adidas, a role he has held since 1 January 2023. A Norwegian executive who previously led Puma for a decade, he matters because he has run two of the world's three largest sportswear brands and is one of the most experienced leaders in footwear and apparel retail.
| Role | Chief executive, adidas AG |
|---|---|
| Since | 1 January 2023 |
| Previous role | Chief executive, Puma, 2013 to 2022 |
| Born | 1965, Zurich |
| Education | University of Rogaland; MBA, Babson |
| Other boards | Chairman, Salling Group |
Who is Bjørn Gulden?
Bjørn Gulden is the chief executive officer of adidas AG, the German sportswear group, a position he has held since 1 January 2023. According to adidas, he was born in Zurich in 1965 and is a Norwegian national. As chief executive he directly oversees the Global Brands business area and Global Sourcing.
Career
Before moving into business, Gulden played professional football in Norway and Germany in the 1980s. He studied business administration at the University of Rogaland in Norway and later completed an MBA at Babson Graduate School of Business in the United States.
His sporting goods career has an unusual symmetry. He first worked at adidas between 1992 and 1999 in a series of management roles, ultimately as Senior Vice President of Apparel and Accessories. He then moved through a run of retail and brand leadership positions:
- Helly Hansen, the Norwegian outdoor and workwear brand
- Deichmann, the European footwear retailer, where he was a managing director and led its US business Rack Room Shoes
- Pandora, the Danish jewellery company, as chief executive
- Puma, as chief executive from 2013 until the end of 2022
He returned to adidas as chief executive in January 2023, three decades after first joining the company. He also chairs the board of the Danish retailer Salling Group and sits on the supervisory board of maxingvest.
Influence on the fashion business
Gulden is widely credited in the business press with a pragmatic, product and retail led style of management. At Puma he oversaw a long period of growth that repositioned the brand in performance sport and sports style. His move to adidas came at a difficult moment for the group, and his early years there were closely watched by investors and retail partners.
His background on both sides of the market, as a brand executive and as a retailer at Deichmann, gives him an unusually complete view of how sportswear reaches consumers. That perspective is relevant to how adidas manages its relationships with wholesale partners, its own stores and its digital channels.
Why it matters
Few executives have led two of the global sportswear majors. Gulden's career shows how much the category rewards deep product knowledge, close relationships with retailers and fast reaction to consumer trends. For anyone following the competitive dynamics between adidas, Nike and Puma, his strategic choices at adidas are central to understanding where the sportswear market is heading.
Frequently asked questions
Who is Bjørn Gulden?
Bjørn Gulden is a Norwegian executive who has been chief executive of adidas since January 2023. He previously led Puma from 2013 to 2022 and held senior roles at Deichmann, Helly Hansen and Pandora.
Did Bjørn Gulden work at adidas before becoming CEO?
Yes. He held management roles at adidas from 1992 to 1999, ultimately as Senior Vice President of Apparel and Accessories, before returning as chief executive in 2023.