The photo was taken when he was CEO of Puma (2013-2022). He worked for Adidas during the 1990s.
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While I support your notion that Germans often have blind spots in regard to a) racism and b) their own family history, I personally wouldn’t assume that this is relevant in this case. Bjørn Gulden is a swiss-born Norwegian. I don’t know for how long he stayed in Germany (he was a professional soccer player during the mid-1980s). I also don’t know shit about his further personal background.
That said, from what is reported here we can easily deduce with a high probability that he is an asshole.
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