Bjorn’s Footwear Preferences:
Currently wears Samba shoes, a popular fashion trend. Prefers stability and cushioning in his shoes, especially for running. When running, he chooses shoes with carbon plates for speed and lightness.

Background as a Professional Athlete:
Born into a sports family and excelled in both football and handball. Played in the Norwegian Premier League and youth national teams. Turned professional at 18, joining Nuremberg, but faced injuries and ended his career at 23.

Learning from Team Sports:
Views team sports as a mirror of life, requiring collaboration and impact beyond oneself. Believes that team sports provide valuable lessons for professional careers. Emphasizes the importance of real-life experience over theoretical knowledge.

Transition from Puma to Adidas:
Spent 10 years with Adidas in the 1990s, returning after a decade as CEO of Puma. Felt it was time for a change after 10 years at Puma. Initially declined Adidas’ offer due to a non-compete clause, but later accepted when it was resolved. Emotionally challenging but the right decision for all parties involved.

Dealing with Puma Clothing:
Distributed most of his, his family’s, and his sons’ Puma clothing to organizations and friends in need. Acknowledges that his kids’ friends now wear Puma clothing, which he jokingly dislikes.

Puma and Adidas Rivalry:
The rivalry stems from two brothers competing in the same village.

Founding and Rivalry:
Puma and Adidas, two rival sportswear companies, were founded by the Dassler brothers in the 1940s in the small town of Herzogenaurach, Germany, after their separation following World War II. This rivalry gave birth to the professional sports industry in the 1950s to 1980s, with the companies competing fiercely against each other.

Emotional and Cultural Impact:
The rivalry between Puma and Adidas had a significant emotional and cultural impact on the town of Herzogenaurach, with numerous stories, both humorous and serious, surrounding the competition between the two companies.

Global Expansion and American Brands:
Later, American brands such as Nike and Reebok entered the market, but Herzogenaurach remained the birthplace of the sports industry.

Bjørn Gulden’s Experience:
Bjørn Gulden, a former CEO of both Puma and Adidas, expressed his pride in having led both companies, considering it a unique and valuable experience.

Village Dynamics:
The rivalry between Puma and Adidas used to divide the town, with people from the two companies avoiding each other and even dining in separate restaurants. Today, the situation has changed, with employees from both companies often having partners working for the other brand, creating a more relaxed atmosphere.

Friendly Competition:
Despite the rivalry, Gulden emphasized the importance of friendly competition and mutual respect between Puma and Adidas. He stated that he would prefer Puma’s success over that of an American company, highlighting the sense of camaraderie among German sportswear brands.

Current Relationship:
The stories of intense rivalry between Puma and Adidas are often exaggerated, and the current relationship between the two companies is marked by respect and friendship.

Challenges Faced by Adidas Prior to New Leadership:
Adidas experienced several challenging years before the appointment of Bjorn Gulden as CEO. The company faced issues such as a decline in sales, loss of market share, and difficulties in adapting to changing market dynamics. Factors contributing to these challenges included the COVID-19 pandemic, geopolitical uncertainties, shifts in consumer behavior, and fierce competition.

Bjorn Gulden’s Approach to Reinvigorating Adidas:
Gulden’s primary goal is to restore the company’s focus on its core strengths, particularly in product development, marketing, and consumer engagement. He aims to bring back the company’s “RD DNA,” which emphasizes performance, street culture, and a strong connection with consumers.

Key Strategies for Adidas’ Revival:
Rebuilding the company’s product portfolio by prioritizing innovation, technology, and performance-driven products. Strengthening relationships with athletes, teams, and federations to enhance brand exposure and credibility. Expanding into lifestyle and street markets to capture a broader customer base. Collaborating with influencers and entertainers to connect with younger consumers and drive brand awareness. Staying attuned to consumer demand and adapting quickly to changing trends and preferences.

The Importance of People and Culture in Brand Building:
Gulden emphasizes the crucial role of people and culture in building a strong sports brand. He believes that a company’s success depends on its ability to attract, develop, and retain talented individuals who share its vision and values. Gulden views his primary role as a leader to be that of a coach and HR manager, focused on fostering a positive and productive work environment.

Selecting Brand Ambassadors and Athletes:
Adidas relies on market insights and close collaboration with local teams to identify suitable brand ambassadors and athletes. The company seeks individuals who align with its values, embody its brand identity, and have a strong connection with the target consumer base.

Conclusion:
Bjorn Gulden’s leadership at Adidas is focused on revitalizing the brand by reconnecting with its core strengths, embracing innovation, and fostering a strong people-centric culture. The company aims to regain its position as a leading sports brand by delivering high-quality products, establishing meaningful partnerships, and staying attuned to the evolving needs and preferences of consumers worldwide.

Collaboration and Influencers:
In sports, companies prioritize selecting athletes and personalities who align with the brand’s values and resonate with target markets. Identifying local and regional influencers is crucial to effectively connect with diverse consumer groups. Listening to consumer feedback and market trends is essential for successful product commercialization.

Kanye West Collaboration and its Termination:
Kanye West’s creative genius and contributions to the Yeezy line were highly successful. Unfortunately, controversial statements made by West led to the termination of the collaboration and withdrawal of products. This incident highlights the risk of working with third parties and the potential impact on business.

Technological Trends in the Sports Industry:
Lighter materials and innovative designs, such as carbon plates in midsoles, are improving athletic performance in running shoes and spikes. Sustainable materials are gaining importance, reducing the industry’s environmental impact. Digital tools like e-commerce, artificial intelligence, and simulation tools are transforming the industry. Innovation in materials and product design remains a core focus for companies.

The Role of Artificial Intelligence (AI):
AI automates many functions, such as product text writing, page optimization, and marketing tool optimization. AI is increasingly used in decision-making processes related to product launches and volumes. A combination of AI and human intelligence is crucial for effective decision-making. AI improves efficiency, reduces subjectivity, and saves time and costs.

The Importance of Speed in Business:
Rapid changes in the business environment, such as the pandemic and supply chain disruptions, necessitate speed and flexibility. Organizations must quickly adapt to changing market conditions and consumer preferences. Speed in decision-making and reaction is vital to stay competitive.

Achieving Speed in an Organization:
Decentralized organizations enable faster decision-making tailored to specific market needs. Differences in consumer tastes and preferences across regions require localized strategies. Clear communication and accountability are crucial for effective decision-making. Empowering employees to make decisions based on facts and intuition enhances organizational speed.

Matrix Organizational Structure:
Bjorn Gulden emphasizes the importance of working in a matrix organization that is locally focused rather than a hierarchical, centrally controlled structure. This matrix structure allows for quicker decision-making and more flexibility in adapting to changing market conditions. Gulden views the organization as an organic entity that is constantly evolving and requires socially intelligent individuals who can operate effectively within a complex matrix environment.

The Role of People in a Matrix Organization:
Gulden believes that people become even more crucial in a matrix organization because they are empowered to make decisions and contribute to the overall success of the company. He emphasizes the importance of having clear tools and processes in place to support decision-making while also fostering a sense of autonomy and responsibility among employees.

Balancing Speed and Process:
Gulden acknowledges that while fast decision-making is crucial in a dynamic business environment, it can sometimes lead to errors. He emphasizes the need for a balance between speed and thoroughness, ensuring that decisions are made based on available facts and informed judgment. Gulden encourages his team to make decisions rather than waiting for more information or additional meetings.

Absence of Bullshit:
Gulden values truth-seeking, honesty, and transparency in the workplace. He believes that eliminating “bullshit” leads to more productive and efficient decision-making and fosters a culture of trust and accountability.

Personality and Experience:
Bjørn Gulden believes that a leader’s personality and experience play a significant role in their effectiveness. He emphasizes the importance of being honest and authentic, rather than trying to act a certain way. Gulden also stresses the value of treating everyone equally, regardless of their position in the hierarchy.

Learning from Mistakes and Seeking the Truth:
Gulden believes that learning from mistakes is essential for growth and improvement. He also emphasizes the importance of seeking the truth, even when it is difficult or uncomfortable. Gulden sees a connection between sports and performance culture and the importance of pressure and competition in driving success.

Avoiding Burnout:
Gulden believes that burnout is often caused by people pretending to be something they are not. He emphasizes the importance of acting in a way that is true to oneself, which can save energy and make life easier. Gulden views his role as CEO of Adidas as a lifestyle, rather than just a job, and he is committed to being himself in that role.

Sharing Personal Telephone Number:
Gulden shared his personal telephone number with all 60,000 Adidas employees when he became CEO. He received numerous calls, text messages, and WhatsApp messages from employees, which he sees as a way to provide access to leadership and address important issues. Gulden also holds monthly town halls to communicate with employees and address their concerns.

Thriving in the Flow:
Gulden experiences a state of flow 24-7, feeling lucky and thriving in his role.

Job Satisfaction and Fulfillment:
Bjorn Gulden finds immense joy and satisfaction in his role as CEO of Adidas, where he immerses himself in sports, street culture, and fashion. He believes that true job fulfillment stems from doing work that you genuinely enjoy and that aligns with your passions and interests. He emphasizes the importance of loving your job and avoiding working against your joy, as life is too short to do otherwise.

Balancing Personal and Business Risks:
Gulden exhibits a high tolerance for personal risks, engaging in adventurous activities such as skiing and skydiving. However, when it comes to business risks, he adopts a more moderate approach, acting cautiously and responsibly on behalf of the shareholders of Adidas. He distinguishes between personal and professional risk-taking, recognizing the need to prioritize the interests of the company and its stakeholders.

Reading Habits and Learning Preferences:
Gulden admits that he struggles to sit still and read books due to his energetic and restless nature. He prefers to engage with people, travel, and gather knowledge through experiences and conversations rather than through reading texts. He acknowledges the importance of accounting knowledge, considering it the foundation for understanding business operations and making informed decisions. He highly recommends Philip Kotler’s “The Basic Principles of Marketing” as a timeless and insightful resource for marketing professionals.

Advice for Young Professionals:
Gulden emphasizes the significance of learning accounting principles for young people, regardless of their career aspirations. He believes that understanding accounting provides a solid foundation for decision-making, enabling individuals to grasp the consequences of their choices. He cautions against marketing and sales professionals being manipulated by finance experts due to their limited understanding of accounting principles.