Bjørn Gulden / 古尔登

Bjørn Gulden / 古尔登 is the executive named in Vol.271 阿迪达斯如何触底反弹？ as the Adidas CEO brought in from Puma in 2023. The episode frames his importance through operating repair: he did not solve Adidas’ problems by one product launch alone, but by handling Yeezy inventory, reducing pressure from an aggressive direct-channel push, rebuilding dealer relationships, and restarting retro products such as Samba.

Key Claims

• Gulden is presented as a repair operator rather than a pure brand storyteller.
• His first-stage choices in the source combine inventory disposition, channel repair, and product-portfolio reactivation.
• The episode treats his decision to sell part of the Yeezy inventory in batches as a way to reduce the damage from an abrupt collaboration shutdown.
• His regional-autonomy push is linked to Global Product Localization and Adidas’ China recovery.

Connections

• Adidas — company he leads in the source.
• Puma — prior executive context named by the episode.
• Yeezy and Samba — inventory problem and retro-product revival case.
• Direct-to-Consumer Brand Control, Wholesale As Marketing, Sportswear Inventory Cycle, and Retro Product Revival — operating and brand-repair frames.