{"id":66553,"date":"2022-11-07T14:47:08","date_gmt":"2022-11-07T13:47:08","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=66553"},"modified":"2022-11-08T16:12:02","modified_gmt":"2022-11-08T15:12:02","slug":"le-directeur-general-de-puma-doit-sortir-son-rival-adidas-du-marasme","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/le-directeur-general-de-puma-doit-sortir-son-rival-adidas-du-marasme\/","title":{"rendered":"Le directeur g\u00e9n\u00e9ral de Puma doit sortir son rival Adidas du marasme"},"content":{"rendered":"\n

(Mise \u00e0 jour) <\/em>Un transfert remarquable dans le monde des marques de sport : Bj\u00f8rn Gulden, le PDG de Puma<\/strong>, quitte la soci\u00e9t\u00e9 apr\u00e8s neuf ans pour prendre la direction d’Adidas<\/strong>, son grand rival. Et c’est plut\u00f4t sensible…<\/p>\n\n\n\n

D\u00e9cision d\u00e9licate<\/h2>\n\n\n\n

\u00ab\u00a0Mon contrat actuel avec Puma expire le 31\/12\/22 et apr\u00e8s neuf ans, j’ai d\u00e9cid\u00e9 de ne pas le renouveler\u00a0\u00bb, a expliqu\u00e9 Bj\u00f8rn Gulden dans un communiqu\u00e9 de presse envoy\u00e9 lundi par le fabricant d’entra\u00eeneurs. Puma a d\u00e9j\u00e0 nomm\u00e9 son successeur : l’actuel directeur commercial Arne Freundt, qui travaille pour la soci\u00e9t\u00e9 depuis plus de dix ans, prendra ses fonctions le 1er janvier.<\/p>\n\n\n\n

En soi, ce n’est pas une nouvelle surprenante, mais il y a plus : Gulden est en fait en passe de devenir PDG d’Adidas; la marque aux trois bandes a confirm\u00e9 apr\u00e8s des rumeurs persistantes. Compte tenu de l’histoire des deux entreprises, il s’agit d’une d\u00e9cision tr\u00e8s d\u00e9licate.<\/p>\n\n\n\n

Grande rivalit\u00e9<\/h2>\n\n\n\n

En effet, en 1949, les fr\u00e8res Adolf et Rudolf Dassler, qui dirigeaient ensemble la Dassler Schuhfabrik \u00e0 Herzogenaurach, se sont violemment disput\u00e9s. Les fr\u00e8res ont d\u00e9cid\u00e9 de prendre des chemins diff\u00e9rents : Rudolf a fond\u00e9 la marque Puma, Adolf a continu\u00e9 avec le nom Adidas. Les deux entreprises ont conserv\u00e9 leur si\u00e8ge dans la m\u00eame ville et la rivalit\u00e9 est rest\u00e9e forte, m\u00eame si aujourd’hui les marques ne sont plus entre les mains de la famille : Adidas est cot\u00e9e en bourse et Puma est d\u00e9tenue par le Groupe Art\u00e9mis, une soci\u00e9t\u00e9 holding appartenant \u00e0 l’homme d’affaires fran\u00e7ais Fran\u00e7ois Pinault.<\/p>\n\n\n\n

Tour de passe-passe<\/h2>\n\n\n\n

L’homme de pointe Gulden a fait un tr\u00e8s bon tour chez Puma ces derni\u00e8res ann\u00e9es. Il a conduit la marque sans encombre \u00e0 travers la p\u00e9riode turbulente du corona et a m\u00eame enregistr\u00e9 l’ann\u00e9e derni\u00e8re les meilleurs r\u00e9sultats de son histoire<\/a> : le chiffre d’affaires a augment\u00e9 de pas moins de 31,7% en 2021, le b\u00e9n\u00e9fice brut m\u00eame de 166%. Il pourrait maintenant r\u00e9p\u00e9ter ce chez Adidas, qui traverse une p\u00e9riode pr\u00e9caire<\/a> en raison de difficult\u00e9s sur le march\u00e9 chinois, de probl\u00e8mes d’approvisionnement, des effets de l’inflation et d’une rupture embarrassante avec l’influenceur Kanye \u00ab\u00a0Ye\u00a0\u00bb West.<\/p>\n\n\n\n

Les investisseurs appr\u00e9cient au moins ce transfert : depuis que la nouvelle a \u00e9t\u00e9 annonc\u00e9e, le cours de l’action Adidas a d\u00e9j\u00e0 augment\u00e9 de quelque 20 %.<\/p>\n","protected":false},"excerpt":{"rendered":"

Un transfert remarquable dans le monde des marques de sport : Bj\u00f8rn Gulden, le PDG de Puma, quitte la soci\u00e9t\u00e9 apr\u00e8s neuf ans pour prendre la direction d’Adidas, son grand rival. Et c’est plut\u00f4t sensible… <\/p>\n","protected":false},"author":3,"featured_media":66551,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[22],"tags":[],"people":[],"extra":[],"company":[351,979],"topic":[609],"region":[],"class_list":["post-66553","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode","company-adidas","company-puma","topic-changement-de-direction"],"acf":[],"yoast_head":"\nLe directeur g\u00e9n\u00e9ral de Puma doit sortir son rival Adidas du marasme - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Bj\u00f8rn Gulden, le PDG de Puma, quitte la soci\u00e9t\u00e9 apr\u00e8s neuf ans pour prendre la direction d'Adidas, son grand rival.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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