Taking the helm at Adidas on 1 January 2023, Bjørn Gulden transitioned from the sportswear brand Puma to assume leadership of the German corporation. His career trajectory spans decades of executive management within the global retail sector, moving from the jewelry industry to professional athletic apparel while maintaining significant roles on corporate boards across Europe.
Early Athletic and Academic Background
Born in Zurich in 1965, Gulden eventually pursued studies that balanced his early life in Hallingdal with formal business education. He attained a Bachelor of Business Administration from the University of Stavanger, followed by a Master of Business Administration from Babson College. These credentials provided the foundation for a transition into corporate leadership after his tenure in professional sports concluded.
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Gulden entered professional football in 1983 with Strømsgodset Toppfotball. By 1984, he advanced to the professional level with 1. FC Nürnberg for the 1984–85 2. Bundesliga season. He later joined Bryne FK in 1986, where he contributed to a cup championship victory in 1987. A knee injury necessitated his retirement from active play in 1988.
Corporate Management Trajectory
His business career began at Adidas in 1992, where he remained until 1999 before joining Helly Hansen as an executive. In 2000, he became the managing director of Deichmann SE, simultaneously serving as CEO of the firm’s U.S. subsidiary, Rack Room Shoes. Between 2012 and 2013, Gulden led the Danish jewelry brand Pandora as CEO, continuing as a board member there until 2018. Subsequently, he managed the German corporation Puma from 2013 until his departure for Adidas.
Current Board Memberships
Beyond his executive duties at Adidas, Gulden maintains active involvement in European industry oversight. He serves as the Chairman of the Board of Directors for Salling Group A/S. Additionally, he holds a position on the Supervisory Board of the consumer goods company Tchibo GmbH.
Fast facts
- Born: 1965, Zurich
- Citizenship: Norway
- Adidas CEO start date: 1 January 2023
- Puma CEO tenure: 2013-2022
- Education: Babson College (MBA)
- Professional football clubs: Strømsgodset, 1. FC Nürnberg, Bryne FK
- 2019 Fortune recognition: Businessperson of the Year
- Languages: Norwegian, German
Questions readers ask
What football clubs did Bjørn Gulden play for?
He played for Geilo, Gol, Strømsgodset Toppfotball, 1. FC Nürnberg, and Bryne FK.
Did Bjørn Gulden work for Pandora?
Yes, he served as the CEO of Pandora from 2012 to 2013 and remained a board member until 2018.
Achievements
- Affiliated with Puma, Adidas AG and Salling Group
