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Bjorn Gulden

Chief Executive Officer (CEO), adidas AG

Search every verified Bjorn Gulden interview, podcast appearance, and on-the-record quote — each transcript cross-checked by AI and human review to confirm speaker identity. Bjørn Gulden, CEO of Adidas, stated in a June 2025 interview that the China market is "extremely important" for the company, citing its population, economic growth, and growing middle class. He described dialogue with Chinese authorities as "very good" and said he feels the commitment from both the company and Chinese officials is "very strong" and "more open than ever." Gulden noted that he has visited China three times since becoming CEO 18 months ago and has been traveling to the country since 1993. In a 2023 podcast, Gulden discussed the company's challenges, stating that Adidas was "slow in reacting" to changes including the COVID-19 pandemic, the downturn in China, the war in Russia, and an aggressive direct-to-consumer strategy. He also commented on the company's split with Kanye West, describing West as "one of the most creative people in the world" who made "some statements which wasn't that good." Gulden said he did not think West is "a bad person" but that his statements "came across that way."

Recent appearances

  • Kerner's 11 – #WorldCup26 with Bjørn Gulden | FIFA World Cup 2026 | MAGENTA TV

    July 18, 2026 · 📺 MAGENTA SPORT

    Bjørn Gulden is a guest on Johannes B. Kerner's podcast! Advertisement: Improve your online security with an all-in-one app for digital safety! Get your exclusive NordVPN offer + 4 extra months here: https://nordvpn.com/kerners11 Risk-free with the 30-day money-back guarantee! Kerners 11: Your daily World Cup podcast with Johannes B. Kerner, live from the locations of this World Cup: Whether from Mexico City, New York, Houston, Dallas, or Miami – a new episode every day. All 104 matches of the 2026 FIFA World Cup live only with MagentaTV: https://www.telekom.de/wm You can't get more live…

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  • Exclusive interview with Adidas CEO Bjørn Gulden

    October 03, 2024 · 📺 CGTN

    For more: https://www.cgtn.com/video The Paris Olympics are over, but the spirit and the excitement remain palpable, especially in ...

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  • Bjørn Gulden CEO of Adidas | Podcast | In Good Company | Norges Bank Investment Management

    September 12, 2023 · 📺 Norges Bank Investment Management

    Bjørn Gulden CEO of Adidas: Shoes, Leadership, and Fast Decisions. The Norwegian former football player Bjørn Gulden share unique insight into how it was to leave Puma for the main competitor Adidas. He also explains his plan to rebuild Adidas, the relationship with Kanye West and why he makes quick decisions. In this episode, Bjorn Gulden, share his insights and experiences with Nicolai Tangen, CEO of Norges Bank Investment Management. The podcast In Good Company is part of Norges Bank Investment Management , a podcast about our investments. We are transparent about how the fund is invest…

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The summary and quote tags on this profile are produced with AI assistance from verified, first-person interview transcripts, then checked by our team to confirm the speaker's identity and the accuracy of every quote. See how we verify →