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Al Jazeera
Al Jazeera
Business

Puma chief Bjorn Gulden named new Adidas CEO

Puma chief Bjorn Gulden will take over as Adidas CEO in 2023 [Annegret Hilse/Reuters]

Adidas has hired Puma head Bjorn Gulden as its new chief executive officer, adding a new chapter to the decades-old rivalry between the two German sportswear makers.

The 57-year-old Norwegian had served as senior vice president of apparel and accessories at Adidas in the 1990s before joining Puma, where he has been CEO since 2013.

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