German sportswear giant Adidas has extended the contract of CEO Bjørn Gulden through the end of 2030, reinforcing confidence in the leadership that has driven the company’s recent turnaround and record revenues.
Gulden, who took charge in January 2023 after leading rival Puma, will continue to steer the brand as it strengthens its global market position and focuses on sustainable growth across key regions and product categories.
The extension follows a strong financial year for Adidas. The company reported record revenues of €24.8 billion in 2025, with growth across most regions, product segments and sales channels. Operating profit reached about €2.06 billion, reflecting the company’s improving profitability after a challenging period earlier in the decade.
Adidas’ supervisory board credited Gulden with driving a turnaround at the brand during a difficult period for the global retail and sportswear industry. Chairman Thomas Rabe said Gulden’s experience, leadership and focus on quality growth helped strengthen operations and financial performance, laying a foundation for long-term expansion.
Under Gulden, the company has emphasized stronger product storytelling, tighter control over discounting and a more localised market strategy. One of the priorities has been improving Adidas’ competitive position in the United States, where the brand has been working to build stronger momentum in basketball, college sports partnerships and performance footwear.
North America remains a key growth opportunity. While reported sales in the region slipped slightly last year due to currency effects, Adidas said demand grew in constant currency terms and expects further improvement as new product pipelines roll out. For the year ahead, Adidas expects operating profit to rise to around €2.3 billion, even as it navigates external pressures such as tariffs and currency fluctuations. The company also plans to increase dividends and continue investing in product innovation and brand building.
