After a bit of speculation, the departing PUMA CEO Bjørn Gulden will be joining adidas as the new CEO effective January 1, 2023. Gulden announced his departure from PUMA after 13 years last Friday and was immediately placed in rumors that he would become the successor to Kasper Rorsted, the departing adidas CEO.
Before joining PUMA, Gulden previously worked at adidas as SVP of apparel and accessories from 1992 to 1999, making this his second stint with the Three Stripes. Gulden joins at a tumultuous time for adidas, who recently parted ways with Kanye West after a string of attacks on the brand. The loss of the Yeezy Brand will reportedly cost adidas 400 million dollars. Insiders have hope that Gulden can help through the choppy waters as he helped to reestablish PUMA as a major player in the sneaker industry.
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