Bjørn Gulden – Adidas | Global Fitness 100™ 2025
Recognized as one of the top 100 leaders shaping the fitness industry.
Steering Global Brand Strategy
Bjørn Gulden, CEO of Adidas, leads the global athletic and lifestyle brand from Herzogenaurach, Germany. Since his appointment in January 2023, he oversees Adidas’ Global Brands division and Global Sourcing operations, directing a multibillion-dollar enterprise across markets worldwide. Gulden’s executive trajectory spans Puma, Pandora, and Deichmann, and includes an early foundation at Adidas, equipping him with operational expertise and strategic insight. His leadership positions Adidas at the intersection of innovation, performance, and cultural influence, shaping trends in sports, lifestyle, and global consumer engagement.
Renowned for transformative brand strategy, high-profile partnerships, and sustainable growth initiatives, Gulden applies lessons from Puma to expand Adidas’ market reach and institutional authority. His leadership blends performance-driven management with visionary branding, reinforcing the company as a benchmark in global sports and wellness. Bjørn Gulden secures his place on the Global Fitness 100™ 2025 as a defining architect of the worldwide fitness and sports ecosystem.
