Bjørn Gulden’s move to adidas confirmed
Following much speculation in recent days, Puma’s outgoing chief executive, Bjørn Gulden, will take up the same position at neighbouring sports brand adidas from January 1, adidas has confirmed, just one day after his contract with Puma was originally set to expire on December 31.
Mr Gulden's replacement, Arne Freundt, subsequently assumed his responsibilities with immediate effect on November 8, Puma announced in adidas' wake.
Both companies are based in the Bavarian town of Herzogenaurach and their rivalry, each established following a breakdown in the relationship between the Dassler brothers around the year 1948, is well-known.
An adidas alum, former professional football and handball player Mr Gulden spent seven years as the brand’s senior vice-president of apparel and accessories between 1992 and 1999. His athletic career included stints playing top-flight football in both Germany and Norway, his home country.
“We are very pleased to welcome Bjørn Gulden back at adidas,” commented the brand’s supervisory board chair, Thomas Rabe. “As chief executive of Puma, he reinvigorated the brand and led the company to record results. The supervisory board of adidas is convinced that Bjørn Gulden will lead adidas into a new era of strength.”
Adidas’ current chief executive, Kasper Rørsted, will now depart on November 11, the firm added. Chief financial officer Harm Ohlmeyer will take the helm in the interim.
Image: Bjørn Gulden at Puma's headquarters.
