Equipment manufacturers: Bjørn Gulden named CEO of adidas & replaced by Arne Freundt as CEO of Puma

Norwegian Bjørn Gulden has been appointed CEO of adidas AG effective 01/01/2023, announced the German equipment manufacturer on 08/11/2022. Until now CEO of Puma SE, Gulden has been replaced in this position by Arne Freundt, the brand's chief commercial officer, "effective immediately," announced Puma the same day.

Bjørn Gulden, who has been head of Puma since 01/07/2013, succeeds Kasper Rorsted (DEN), CEO of adidas since August 2016. Rorsted will leave his position on 11/11/2022, more than three years before the end of his contract (31/07/2026). Harm Ohlmeyer, the current CFO of adidas, will act as interim CEO until Bjørn Gulden takes over. Bjørn Gulden previously worked for adidas as senior vice president of apparel and accessories from 1992 to 1999.

Arne Freundt, appointed CEO and chairman of the management board at Puma as of 08/11/2022, has been working for the German sports equipment manufacturer since 2011. Initially global strategy director, he subsequently held the positions of head of global retail & e-commerce (from 2015 to 2018), general manager for the EMEA region (from…