The German sports equipment group Adidas announced this Tuesday to have appointed the Norwegian Bjorn Guldenboss of his rival Puma, to lead the group, currently in financial difficulties.
Bjørn Gulden is appointed as a member of the board of directors and president of Adidas effective January 1, 2023,” according to a statement from the German firm.
Current Adidas chairman Kasper Rorsted, whose departure was announced this summer, will leave the company this week.
Bjørn Gulden, 57, had been running Puma since 2013, a company he helped grow in the shadow of his great rival Adidas.
Adidas and Puma have their headquarters in the same town in northern Bavaria, Herzogenaurach, having been founded by two brothers who are opponents of the Dassler familyindustry pioneers.
Competition remains stiff between these two groups, both of which are listed on the Dax, the index of large companies on the German stock market.
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