Puma’s CEO Becomes Adidas’ New Boss
Adidas said Tuesday that Bjorn Gulden, chief of rival outfitter Puma, would now be its Chief Executive Officer as the German sportswear giant intends to emerge from months of turbulence.
Gulden will begin the role from January next year, replacing current CEO Kasper Rorsted, Adidas added.
The 57-year-old “brings almost 30 years of experience in the sporting goods and footwear industry,” said Thomas Rabe, chairman of the supervisory board of Adidas.
He further said, “As CEO of Puma, he re-invigorated the brand and led the company to record results… Gulden will head Adidas into a new era of strength”.
Of recent, Adidas has faced months of turmoil which have hit sales. The company lowered its outlook for 2022 in July as a result of continuing severe coronavirus restrictions in major market China.
The brand also cut ties with Kanye West at the end of October after a series of anti-Semitic tweets by the rapper caused an outcry.
Adidas ended production of the highly successful “Yeezy” line designed together with West, a move that would reduce the company’s net income in 2022 by “up to 250 million euros ($246 million)”.
