Former soccer player, now manager: Gulden has been the CEO of Puma since 2013. In 2023 he will switch to Adidas.
(Photo: Puma, Imago, Handelsblatt Montage)
Dusseldorf The change took place in a very narrow geographical environment. After all, like Adidas, Puma is at home in the small Franconian town of Herzogenaurach. And the change was also obvious in terms of content: the top manager Björn Gulden switched from one traditional German sports group to another.
And yet the change was and is a sensation. After all, there has never been such a prominent change from Puma to Adidas or vice versa since the brothers Adolf and Rudolf Dassler went their separate ways after World War II and almost simultaneously founded Adidas (Adolf) and Puma (Rudolf) in literally the closest rivalry.
But on closer inspection, Gulden is actually returning, because the new master of the three stripes knows his future employer well. In the 1990s, he spent eight years at Adidas before moving to Europe’s largest shoe retailer, Deichmann, as managing director.
Read on now
Get access to this and every other article in the
Web and in our app free of charge for 4 weeks.
Continue
Read on now
Get access to this and every other article in the
Web and in our app free of charge for 4 weeks.
Continue