Kasper Rørsted
Chief executive of adidas from 2016 to 2022
Kasper Rørsted is a Danish executive who was chief executive of adidas from 2016 to 2022 after leading the German consumer goods group Henkel. With an early career at technology companies such as Oracle, Compaq and HP, he brought a strong focus on digital channels and efficiency to the sportswear industry.
| Role | Chief executive of adidas (2016 to 2022) |
|---|---|
| Previous role | Chief executive of Henkel |
| Early career | Oracle, Digital Equipment Corporation, Compaq, HP |
| Predecessor at adidas | Herbert Hainer |
| Successor at adidas | Bjørn Gulden |
Who is Kasper Rørsted?
Kasper Rørsted, born in 1962, is a Danish business leader best known in fashion as chief executive of adidas, the German sportswear group, from 2016 to 2022. He was one of the few leaders of a major sportswear company to come from outside the sector, having previously run Henkel and worked for many years in the IT industry.
Career
Rørsted began his career in technology, working for Oracle, Digital Equipment Corporation and Compaq. From 2001 to 2002 he was managing director of Compaq's Enterprise Business Group for Europe, the Middle East and Africa, and from 2002 to 2004 he held a senior role at HP in the same region.
In 2005 he joined Henkel, the maker of consumer and adhesive products, becoming chief executive in 2008. During his tenure the company's market capitalisation roughly quadrupled to about 36 billion euros. adidas announced in January 2016 that he would succeed Herbert Hainer, and he became chief executive of adidas on 1 October 2016. In August 2022 the company announced that he would step down, and he left at the end of 2022. He has served on the boards of companies including Siemens and Nestlé and has been a member of the European Round Table of Industrialists.
Influence on the fashion business
At adidas, Rørsted took over a group that was regaining momentum in fashion oriented sneakers and lifestyle products. His time in charge covered:
- Growing online sales by a factor of more than five, according to adidas
- Doubling sales in North America
- Selling TaylorMade, CCM Hockey and Reebok to focus on the core adidas brand
- Managing the business through the Covid 19 pandemic
He was succeeded by Bjørn Gulden, the former chief executive of Puma.
Kasper Rørsted and technology
Rørsted's early career at Oracle, Digital Equipment Corporation, Compaq and HP gave him an unusual technology background for a sportswear chief executive. He moved from that sector into consumer goods, first at Henkel and then at adidas, at a time when both industries were becoming increasingly dependent on digital channels.
Why it matters
Rørsted's career shows how sportswear, one of the largest segments of the fashion market, has drawn leaders from technology and consumer goods. His tenure at adidas is a reference point for the debate about direct to consumer strategies and the balance between brand building and operational efficiency.
Frequently asked questions
Who is Kasper Rørsted?
Kasper Rørsted is a Danish executive who was chief executive of adidas from 2016 to 2022. Before that he led Henkel and worked for technology companies including Oracle, Compaq and HP.
Who succeeded Kasper Rørsted at adidas?
Rørsted was succeeded by Bjørn Gulden, the former chief executive of Puma. Rørsted had himself succeeded Herbert Hainer in 2016.