The Norwegian had already worked as a manager for Adidas at the beginning of his career. Later he successfully led the smaller competitor Puma.
(Photo: Christoph Maderer/ PUMA)
Munich Björn Gulden starts as Adidas boss on January 1st – and the expectations could hardly be higher. The previous Puma boss should make the brand more attractive again, strengthen the innovative power, lift the mood in the workforce and improve the ailing relationship with the dealers.
“He succeeded in all of this at Puma,” says Margit Gosau, Managing Director of the Sport 2000 retailer association. “There is great hope that he can also do the same at Adidas.”
>> Read also: Björn Gulden: Der Umparker – his change was a sensation
Investors also think a comeback is possible. But the danger of disappointing them is just as high as the expectations, as industry insiders warn: Not all of Puma’s recipes for success can be transferred to the brand with the three stripes – the strategies of the two competitors are now too different.
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