Adidas’s potential Puma poach is smart, but hurdles await new boss: analysis

2 min read . Updated: 07 Nov 2022, 06:56 PM IST JOSHUA KIRBY, The Wall Street Journal

Poaching Puma SE’s chief executive officer as its new boss would be a coup for Adidas AG, analysts say. But would it be enough to turn Adidas’s limping fortunes around?

German sportswear giant Adidas said Friday that it is in talks with Puma’s Bjorn Gulden as a potential successor to its departing CEO Kasper Rorsted, shortly after Puma announced Mr. Gulden was leaving after nine years at the top. The news sent the companies’ shares in opposite directions, Adidas gaining more than 20%, while Puma lost ground.

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