Germany's Adidas names Bjorn Gulden as new CEO

Harm Ohlmeyer, chief financial officer of Adidas, will lead the company in the interim until December 31, 2022. The supervisory board had announced a CEO transition on August 22, 2022. Gulden has been CEO of Puma SE since 2013. Gulden looks back at a tenure at Adidas as, amongst others, senior vice president of apparel and accessories from 1992 to 1999. Additionally, he was CEO of Danish jewellery brand, Pandora, managing director of Europe’s largest footwear retailer Deichmann, president of Rack Room Shoes, and held various management positions at outdoor apparel company, Helly Hansen. He also holds the position of chairman of the board of Salling group, Denmark’s largest food retailer, the company said in a press release.

“We are very pleased to welcome Gulden back at Adidas. Gulden brings almost 30 years of experience in the sporting goods and footwear industry. As a result, he knows the industry extremely well and draws on a rich network in sport and retail. Gulden already served Adidas successfully for seven years in the 1990s. As CEO of Puma, he re-invigorated the brand and led the company to record results. The supervisory board of Adidas is convinced that Gulden will head Adidas into a new era of strength and is looking very much forward to a successful cooperation,” Thomas Rabe, chairman of the supervisory board of Adidas, said.

“We would like to thank Rorsted for his major achievements at Adidas. He strategically repositioned the company and fast-forwarded its digital transformation. In North America, the world’s largest sporting goods market, Adidas has doubled its sales. In addition, Adidas has strengthened its leadership position in sustainability and increased diversity, equity, and inclusion throughout the company. Following the successful divestiture of TaylorMade, CCM Hockey and Reebok the company is now able to focus its efforts on its core brand Adidas. We wish Rorsted all the best for his future endeavours,” Rabe added.

Fibre2Fashion News Desk (GK)