Bjorn Gulden, former CEO of Danish jewelry brand Pandora, has been appointed as the new CEO of PUMA. Gulden will take up the role on July 1st, succeeding Franz Koch, who held the position until the end of March this year. Gulden has experience in management at sports manufacturers such as Helly Hansen and Adidas, and has also held key positions at German shoe retailer Deichmann and American brand Off Broadway Shoes. He has served as CEO of Pandora since 2012. Jean-Francois Palus, Chairman of the Board of Directors of Puma, who also serves as Managing Director of Kering (formerly PPR), the French retail giant that owns Puma, said Gulden's extensive experience in the sports and footwear industries was a key factor in the appointment.