Puma SE, one of the world’s leading sportswear and athletic footwear companies, was founded in 1948 by Rudolf Dassler in Herzogenaurach, Germany. From July 2013 to December 2022, Puma CEO Bjorn Gulden led the company through a remarkable transformation, lifting annual sales by over €5.3 billion and reinvigorating one of Europe’s most iconic sports brands. A Norwegian businessman and former professional footballer, Gulden brought deep industry expertise from prior leadership roles at Adidas, Pandora, and Deichmann. Under his watch, Puma reclaimed its position as a major global competitor in the sporting goods industry, signing marquee athlete endorsements and expanding into basketball. In November 2022, Adidas announced it had hired Gulden as its new CEO, effective January 1, 2023.

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Bjorn Gulden – Quick Facts

Puma Competitors

Puma SE operates in the highly competitive global sportswear and athletic footwear industry. The key competitors of Puma include:

• Nike – world’s largest sportswear company by revenue
• Adidas – German rival and direct competitor (now led by Gulden himself)
• New Balance – fast-growing American athletic footwear brand
• Under Armour – performance athletic apparel and footwear
• Skechers – major casual and athletic footwear brand
• ASICS – Japanese athletic footwear and sportswear brand
• On Running – rapidly growing Swiss performance running brand
• Reebok – classic athletic and lifestyle brand

Bjorn Gulden Net Worth 2026 – Puma CEO Salary

As of 2026, Bjorn Gulden’s net worth is estimated at approximately €50 million (about $55 million USD). His wealth stems from accumulated salaries, bonuses, and equity awards earned during his tenures at Puma, Adidas, Pandora, and Deichmann, along with personal investments and board memberships. While serving as Puma CEO, Gulden’s annual compensation was estimated at €5–10 million, including base salary, performance bonuses, and long-term incentive plans.

Bjorn Gulden Compensation at Adidas (FY2024)

Puma Net Worth 2026 – Is Puma Profitable?

Yes, Puma SE is a profitable company. In fiscal year 2024, Puma reported sales of €8.82 billion and net income of €281.6 million. The company’s gross profit margin improved by 100 basis points to 47.4%. However, Puma faced headwinds in 2025 under new leadership, including a 10.4% sales drop in Q3 2025 as the company entered a strategic reset phase under incoming CEO Arthur Hoeld.

Puma SE Financial Summary (FY2024)

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Puma CEO Email Address | Bjorn Gulden Contact

Below are the contact details and social media profiles associated with Bjorn Gulden during his time as Puma CEO. Note that his Puma email is no longer active since his departure in December 2022.

Career & Education – Company, University, & College

Bjorn Gulden’s career spans more than three decades in the sportswear, footwear, retail, and consumer goods industries. A former professional footballer, Gulden transitioned into business after a career-ending injury and rose through the ranks of some of Europe’s most prominent companies.

Bjorn Gulden Career Timeline

Gulden began his business career at Adidas in 1992, holding various management positions and ultimately serving as Senior Vice President of Apparel and Accessories until 1999. He then moved to Helly Hansen in Norway as Head of Product, Marketing, and Sourcing.

In 2000, Gulden joined the Deichmann Group, Europe’s largest footwear retailer, where he served as Managing Director and also led the American subsidiary Rack Room Shoes as President and CEO for over a decade. He briefly served as CEO of Danish jewelry brand Pandora A/S (2012–2013) before being appointed Puma CEO in July 2013.

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At Puma, Gulden orchestrated a comprehensive turnaround, signing high-profile athlete endorsements, re-entering the basketball market, and dramatically improving the company’s financial performance. He was named Fortune’s Businessperson of the Year in 2019. In November 2022, Adidas announced Gulden’s appointment as its CEO, effective January 1, 2023, making headlines as one of the most dramatic executive moves in sporting goods history.

Education

Bjorn Gulden Wiki – Age, Wife, Family, & More

Bjorn Gulden (age 60 as of 2026) was born on June 4, 1965, in Zurich, Switzerland, to a Norwegian family. He grew up in Hallingdal, Norway, and is the son of Arild Gulden, a former Norwegian national football and handball player. Before entering the business world, Gulden was a professional footballer, playing for 1. FC Nürnberg in Germany’s Bundesliga, as well as Norwegian clubs Bryne FK and Strømsgodset. A severe injury ended his athletic career and redirected him toward business management.

Personal Life & Achievements

• Family: Gulden is married and has three sons – Henrik, Noah, and Scott
• Fortune Businessperson of the Year (2019) – recognized for Puma’s turnaround
• Former Professional Footballer – played in Germany’s Bundesliga for 1. FC Nürnberg
• Multilingual – speaks Norwegian, German, and English fluently
• Philosophy: Gulden famously says “Not having fun is a waste of time” and believes athletes make better business leaders because of their competitive drive and discipline
• Sports Enthusiast – his family is deeply connected to sports; his father played for Norway’s national football and handball teams

Gulden is known for his hands-on management style and infectious energy. He has stated that the agility and resilience gained from his athletic career help him navigate even the most challenging business situations.

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About Puma SE

Puma SE is a German multinational corporation that designs, develops, and sells athletic and casual footwear, apparel, and accessories. Founded in 1948 by Rudolf Dassler (brother of Adidas founder Adolf Dassler) in Herzogenaurach, Germany, Puma is one of the world’s three largest sportswear manufacturers. The company is majority-owned by French luxury group Kering’s former holding company Artémis.

Puma SE trades on the Frankfurt Stock Exchange under the ticker symbol PUM. The company employs approximately 20,000 people worldwide and distributes its products in more than 120 countries. Puma sponsors top athletes including Neymar Jr., Usain Bolt (legacy), and numerous football clubs around the world.

Frequently Asked Questions (FAQ)

Who was the CEO of Puma from 2013 to 2022?

Bjorn Gulden served as the CEO of Puma SE from July 2013 to December 2022. He led the company through a major turnaround, lifting annual sales by over €5.3 billion. He departed to become CEO of Adidas AG in January 2023.

What is Bjorn Gulden’s net worth in 2026?

As of 2026, Bjorn Gulden’s net worth is estimated at approximately €50 million (about $55 million USD). His wealth comes from executive compensation earned at Puma, Adidas, Pandora, and Deichmann, along with stock options and personal investments.

What was Bjorn Gulden’s salary as Puma CEO?

While serving as Puma CEO, Bjorn Gulden’s total annual compensation was estimated at €5–10 million, including base salary, performance bonuses, and long-term incentive plans. At his current position as Adidas CEO, his FY2024 compensation totaled €7.38 million.

What is Puma CEO Bjorn Gulden’s email address?

When Gulden was Puma CEO, his email address was [email protected]. This address is no longer active since his departure. He can currently be reached through Adidas corporate communications. The current Puma CEO, Arthur Hoeld, can be contacted through Puma’s corporate website at about.puma.com.

Who is the current CEO of Puma?

The current CEO of Puma SE is Arthur Hoeld, who assumed the role on July 1, 2025. Hoeld is a 26-year Adidas veteran who previously served as Executive Board member responsible for Global Sales at Adidas. He succeeded Arne Freundt, who exited the company in April 2025.

Is Puma a profitable company?

Yes, Puma SE is profitable. In fiscal year 2024, the company reported revenue of €8.82 billion and net income of €281.6 million. The gross profit margin improved to 47.4%, and operating profit (EBIT) reached €622 million. However, the company faced challenges in 2025 as new CEO Arthur Hoeld initiated a strategic reset.

Article last updated:January 2026March 2, 2026