Adidas, one of the most iconic sportswear brands in the world, has always been led by visionary leaders. In January 2023, the company welcomed Bjørn Gulden as its new CEO, marking a significant milestone in its leadership journey. Gulden, a seasoned executive with decades of experience in the sportswear and retail industries, has been at the forefront of driving Adidas’ growth and innovation.
In this blog, we’ll explore Bjørn Gulden’s net worth, salary, and compensation structure, along with his career highlights and leadership philosophy. If you’re curious about how much the Adidas CEO earns and his contributions to the company, keep reading for all the details.
Who Is Bjørn Gulden?
Bjørn Gulden is a Norwegian business executive with an impressive track record in the sportswear and retail sectors. Born in 1965 in Zurich, Switzerland, Gulden has spent decades building his career across various global brands.
Educational Background
- Bachelor of Business Administration from the University of Rogaland, Norway.
- MBA from Babson Graduate School of Business, USA.
Career Highlights
Gulden’s professional journey spans several prestigious roles:
- Adidas (1992–1999): Held various management positions, eventually becoming Senior Vice President of Apparel and Accessories.
- Helly Hansen (1999): Headed Product, Marketing, and Sourcing in Norway.
- Deichmann Group (2000): Served as Managing Director and President/CEO of Rack Room Shoes in the US.
- Pandora (2012–2018): CEO and supervisory board member, leading the company through a transformative period.
- Puma SE (2013–2022): CEO, where he revitalized the brand and boosted its global market share.
- Borussia Dortmund (2014–2022): Member of the supervisory board, contributing to the club’s strategic growth.
In January 2023, Bjørn Gulden returned to Adidas as CEO, taking over from Kasper Rorsted. His appointment was seen as a strategic move to leverage his extensive experience and leadership skills.
Bjørn Gulden’s Salary and Compensation as Adidas CEO
As the CEO of Adidas, Bjørn Gulden’s compensation package reflects his expertise and the responsibilities of leading a global brand. Let’s take a closer look at the details.
Fixed Salary
- Base Salary: €2,083,333 annually.
- This fixed salary forms the foundation of his compensation and is not tied to performance metrics.
Other Benefits
- Additional Perks: Estimated at €208,333, covering non-performance-related benefits such as allowances and company perks.
- Pension Contributions: Approximately €1,103,127, which is 50% of his fixed salary.
Performance-Based Compensation
- Performance Bonus: Up to €1,736,111, tied to achieving specific business targets.
- Long-Term Incentive Plan (LTIP): €3,125,000, based on long-term performance metrics, such as revenue growth and market share.
Maximum Compensation Cap
- Adidas has capped the CEO’s total annual compensation at €11,500,000, even if all performance targets are exceeded.
Key Information Table: Adidas CEO Bjørn Gulden
| Category | Details |
| Name | Bjørn Gulden |
| Date of Birth | 1965, Zurich, Switzerland |
| Nationality | Norwegian |
| Education | BBA (University of Rogaland), MBA (Babson Graduate School of Business) |
| Base Salary | €2,083,333 annually |
| Performance Bonus | €1,736,111 (at 100% target achievement) |
| LTIP Bonus | €3,125,000 |
| Maximum Total Compensation | €11,500,000 (including all bonuses and incentives) |
| CEO Appointment | January 1, 2023 |
| Previous Roles | CEO of Puma, CEO of Pandora, Managing Director at Deichmann Group |
How Does Bjørn Gulden’s Salary Compare to Other CEOs?
Bjørn Gulden’s compensation package places him among the highest-paid executives in the sportswear industry. Here’s a comparison of his salary with other major CEOs:
| CEO | Company | Annual Compensation |
| Bjørn Gulden | Adidas | €11.5 million (maximum) |
| John Donahoe | Nike | $27 million |
| Bjørn Gulden (Puma) | Puma SE | €8.5 million |
| Kasper Rørsted | Former Adidas CEO | €10 million |
While Gulden’s compensation is slightly lower than Nike’s CEO, it reflects Adidas’ structured and performance-driven approach to executive pay.
Bjørn Gulden’s Net Worth
As of 2025, Bjørn Gulden’s estimated net worth is €50 million, accumulated through his decades-long career in leadership roles. His wealth comes from:
- Salaries and bonuses from Adidas, Puma, and Pandora.
- Stock options and equity awards from various companies.
- Other investments and board memberships.
Achievements of Bjørn Gulden as Adidas CEO
Since taking over as CEO in 2023, Bjørn Gulden has focused on revitalizing Adidas and steering it toward sustainable growth. Some of his key achievements include:
Rebuilding Brand Reputation
- After facing challenges in previous years, Gulden has worked to restore Adidas’ reputation as a leader in innovation and quality.
Digital Transformation
- Gulden has accelerated Adidas’ digital initiatives, including e-commerce growth and enhancing the customer experience online.
Sustainability Efforts
- Under his leadership, Adidas has doubled down on its commitment to sustainability, introducing eco-friendly products and reducing its carbon footprint.
Market Share Growth
- Gulden has focused on regaining market share in key regions, particularly in North America and Europe, through strategic marketing and product launches.
Bjørn Gulden’s Leadership Style
Bjørn Gulden is known for his collaborative and visionary leadership style. Here are some key aspects of his approach:
- Focus on People: Gulden believes in empowering employees and fostering a culture of innovation.
- Consumer-Centric Strategy: He emphasizes understanding consumer needs and delivering products that resonate with them.
- Sustainability as a Priority: Gulden is committed to making Adidas a leader in sustainability within the sportswear industry.
Frequently Asked Questions (FAQs)
1. What is Bjørn Gulden’s annual salary as Adidas CEO?
Bjørn Gulden’s base salary is €2,083,333, with additional bonuses and incentives that can bring his total compensation to a maximum of €11,500,000 annually.
2. What is Bjørn Gulden’s net worth?
As of 2025, Bjørn Gulden’s net worth is estimated at €50 million, earned through his career in leadership roles at Adidas, Puma, and Pandora.
3. How does Bjørn Gulden’s salary compare to other CEOs in the industry?
While his salary is slightly lower than Nike’s CEO John Donahoe, it is competitive within the sportswear industry and reflects Adidas’ performance-driven pay structure.
4. What are Bjørn Gulden’s key achievements as Adidas CEO?
Gulden has focused on rebuilding Adidas’ brand reputation, driving digital transformation, and prioritizing sustainability since becoming CEO in 2023.
5. What is included in Bjørn Gulden’s compensation package?
His package includes a base salary, performance bonuses, long-term incentives, and additional benefits such as pension contributions.
Conclusion
Bjørn Gulden’s leadership at Adidas has been instrumental in driving the company’s growth and innovation. His compensation package, which includes a mix of fixed salary and performance-based incentives, reflects his expertise and the expectations placed on him as CEO.
With a focus on sustainability, digital transformation, and consumer-centric strategies, Gulden is well-positioned to lead Adidas into a successful future. His journey as a leader is a testament to the power of vision, collaboration, and dedication.
For insights on industry comparisons, check out our related post on the Nike CEO Salary.