Bjorn Gulden news and archive

Jerry Lorenzo continues partnership with Adidas in upcoming Fear of God Athletics collaboration

Adidas has confirmed that its highly anticipated upcoming collaboration with Fear of God will launch in the second half of 2023. CEO Bjørn Gulden, who used to helm rival Puma before joining Adidas at the beginning of the year, confirmed the late 2023 date in a press call Friday, the Business of Fashion reports. Fear of God, a Los Angeles-based...

BusinessFeatured

Will Adidas destroy, donate or sell off its Yeezy sneaker stock?

2022 was not a good year for Adidas. With slowing sales in China, a sanctioned Russia and a Yeezy crisis, 2023 has already been christened with a probable operating loss of 700 million euros. This is largely due to the mountain of Yeezy stock Adidas has to reconcile. The options are limited. Selling the stock would lessen the losses but no doubt...

Design

Puma names Björn Gulden as new CEO

German sportswear giant Puma has appointed Björn Gulden, chief executive of Danish jewellery brand Pandora, and a former top exec at Adidas, as its new chief executive. The appointment marks the biggest restructuring Puma has undergone in years, after controlling shareholder Kering, formerly known as PPR, implemented management changes in a bid...