Finance

Adidas proposes Nassef Sawiris as new chairman and extends CEO contract to 2030

Published by Global Banking & Finance Review

Posted on March 4, 2026

1 min read

· Last updated: April 2, 2026

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Adidas proposes Nassef Sawiris as new chairman and extends CEO contract to 2030
Global Banking & Finance Awards 2026 — Call for Entries

March 4 (Reuters) - Adidas is proposing board member Nassef Sawiris as its new chairman, taking over from Thomas Rabe, the sportswear company said on Wednesday.  The company also said it extended its

Adidas proposes Nassef Sawiris as new chairman and extends CEO contract to 2030

Leadership Changes and Strategic Decisions at Adidas

Proposal of Nassef Sawiris as New Chairman

March 4 (Reuters) - Adidas is proposing board member Nassef Sawiris as its new chairman, taking over from Thomas Rabe, the sportswear company said on Wednesday. 

Extension of CEO Bjorn Gulden's Contract

Adidas has also extended to the end of 2030 the contract of CEO Bjorn Gulden, who has led a turnaround at the brand since the start of 2023.

Shareholder Sentiment and Board Dynamics

Shareholder Revolt Over Thomas Rabe

The sportswear company has faced shareholder revolt over Rabe at its last two annual general meetings, with just 64% supporting his reelection last year as many investors said he was not sufficiently focused on Adidas due to other executive roles.

Background of Nassef Sawiris

Egyptian billionaire Sawiris has been on the board since 2016. His election as chairman will be subject to a vote at Adidas' annual general meeting on May 7. 

Reporting and Editorial Credits

(Reporting by Linda Pasquini and Helen Reid; Editing by Muralikumar Anantharaman)

Key Takeaways

  • Nassef Sawiris, a long‑standing supervisory board member and billionaire investor, is being proposed to succeed Thomas Rabe as chairman; vote set for May 7, 2026 (en.wikipedia.org).
  • CEO Bjørn Gulden’s contract has been extended to end of 2030, reflecting strong performance under his leadership, including recovery from the Yeezy fallout and significant operating profit rebound (cnbc.com).
  • Under Gulden, Adidas has seen improved morale, cultural revitalization, rising market share (North America focus), and better financials—such as operating profit rebounds and sales momentum from lifestyle and performance lines (sportsbusinessjournal.com).

References

Frequently Asked Questions

Who has Adidas proposed as its new chairman?
Adidas has proposed Nassef Sawiris as its new chairman, replacing Thomas Rabe.
When will the vote on Adidas' new chairman take place?
The vote will take place at Adidas' annual general meeting on May 7.
How long has Bjorn Gulden’s CEO contract been extended?
Bjorn Gulden’s CEO contract has been extended until the end of 2030.
What recent impact has Bjorn Gulden had at Adidas?
Bjorn Gulden has led a turnaround at Adidas since becoming CEO at the start of 2023.

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