Biography | Bjørn Gulden — The Chair He Took on Puma Way

People treat the Puma revival as a brand story written in Paris or Boston.

The appointment was signed in Herzogenaurach.

On 18 April 2013 the administrative board of PUMA SE named Bjørn Gulden chief executive, effective 1 July 2013.

He was 47.

He arrived from a short spell as chief executive of the Danish jeweller Pandora, and before that from eleven years as managing director of Deichmann, Europe's largest shoe retailer.

The headquarters address is PUMA Way 1, 91074 Herzogenaurach, on the old Herzo Base airfield north of the river Aurach.

Adidas occupies the neighbouring campus.

The two Dassler companies still sit in the same small Franconian town that split them in 1948.

Gulden stayed until late 2022.

Company notices and later Adidas filings treat the Puma decade as the run that rebuilt sales and put the brand back on football and running pitches.

He also sat on the supervisory board of Borussia Dortmund from 2014 to the end of 2022.

The building on this pin is a working headquarters, not a museum.

Visitors see the outlet and the campus edge.

The decision that put him in the chair was taken at this address.

Photo: Aarp65, CC BY-SA 3.0, via Wikimedia Commons