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Fortune
Fortune
Business
Christiaan Hetzner

5 challenges facing Adidas' incoming CEO from Kanye West to the World Cup

Bjørn Gulden (Credit: Daniel Karmann—picture alliance via Getty Images)

After Adidas decided to not renew the contract of CEO Kasper Rorsted, some feared that the company would be rudderless. But its decision to poach the head of smaller shoe rival Puma has put an end to that immediate risk.

Bjørn Gulden, a Danish national, is the second Scandinavian in a row to lead the world’s second-largest sportswear maker.

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