2013 (PUMA): Bjørn Gulden: Too much lifestyle, not enough sport. Go back to sport.
2023 (adidas): Bjørn again: Make us the best sports brand. Go back to sport.
2024 (Nike): Elliott Hill returns: North Star – Nike Sport Offense. Go back to
sport.
2025 (PUMA): Arthur Hoeld transfer: Stop focusing on brand elevation. Go back to sport.
Same playbook.
Boardrooms forget.
Back to basics.