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 to halt falling profits.

Gulden takes up his position in July, succeeding Franz Koch who stood down from the role at the end of March, after less than two years in charge.

Chairman of the Puma Administrative Board and group managing director of Kering, Jean-François Palus, said: “With Björn Gulden, we are pleased to have an experienced sports industry expert with proven leadership quality and know-how in managing sports and footwear brands taking up the reins of Puma.

“I am absolutely convinced that Björn Gulden is the perfect fit to lead Puma through its continuing restructuring and transformation program on its mission to become the most desirable and sustainable sport lifestyle company in the world.”

Prior to Pandora, Gulden was the managing director of Europe’s largest footwear retailer, Deichmann, and held positions at several management positions at outdoor apparel company Helly Hansen and Adidas, where he was senior vice president of apparel and accessories.