Bjørn Gulden

Bjørn Gulden (born June 4, 1965, in Zurich, Switzerland) is a Norwegian executive and former professional footballer who has served as CEO of Adidas since January 2023, ushering in a period of dynamic revival and industry leadership.

Early Life and Career

Gulden holds a Bachelor’s degree in Business Administration from the University of Stavanger and an MBA from Babson College in the U.S. His sporting background saw him play professional soccer in the 2. Bundesliga for 1. FC Nürnberg and in Norway for Bryne FK before a knee injury ended his football career in 1988.

Corporate Roles Before Adidas

After initial roles at Adidas in the 1990s, Gulden held executive positions at Helly Hansen, Deichmann Group, and Pandora. In 2013, he was appointed CEO of Puma, where he orchestrated a brand and sales resurgence over nearly a decade.

Return to Adidas & Challenges

Gulden was named CEO of Adidas in November 2022, officially starting in January 2023, at a turbulent juncture prompted by the loss of the lucrative Yeezy partnership—a blow that cost Adidas over 5% of annual revenue and a quarter of its operating profit. Facing millions of unsold Yeezy shoes, he opted to sell remaining stock, channeling proceeds to anti-hate charities—a pragmatic solution that minimized reputational and financial damage.

Gulden swiftly signaled strategic changes, reducing Adidas’s direct-to-consumer obsession and restoring strong ties with independent retailers and wholesale partners. He leaned into new partnerships, product launches, and revived key classic models like Samba, Gazelle, and Spezial.

Notable Achievements: 2023–2025

Under Gulden’s leadership:

• Adidas shares surged 48% in 2023, surpassing rivals Nike and Puma during a harsh market climate.
• 2024: Operating profit reached €293 million, defying forecasts of a major annual loss.
• 2025: Revenues up 14% and operating profit up 58% to €546 million, driven by strong marketing and product innovation.
• Classic silhouettes exploded in popularity; Samba, Gazelle, and Spezial became major global hits.
• FN Achievement Award Person of the Year 2024, presented in December 2024, recognizing Gulden’s strategic vision and team leadership.

Recent Developments

Gulden’s tenure has brought renewed energy to the Adidas brand. During his tenure, the collaborations with athletes like Lionel Messi and Mikaela Shiffrin grew Adidas’s U.S. basketball segment with the Jerry Lorenzo/Fear of God partnership. His leadership style—hands-on and open—has fostered a less bureaucratic culture and revived internal morale.

Legacy and Vision

Bjørn Gulden’s Adidas legacy is rooted in strong financial revival, strategic realignment, and the return of classic styles to cultural prominence. His bold leadership has positioned Adidas for sustained global growth through 2025 and beyond, aiming to reclaim its title as “the best sports brand.”

Milestones and Achievements