On Monday, Tsinghua University conferred the title of Honorary Coach of the Tsinghua University Soccer Team upon Gulden. As part of the partnership, Adidas will supply professional sports equipment and gear for seven teams at Tsinghua, including the men's soccer squad, men's and women's tennis teams, and the middle-distance running team.

Gulden remarked, "Our mission is to 'change lives through sport', and we are committed to engaging with these outstanding young generations to ignite their passion for athletics. We aim to create diverse platforms that transform sports into a bridge for meaningful exchange."

Additionally, Gulden delivered a keynote address at the "Tsinghua Global Vision Lecture" marking its 247th session, with a talk titled "You Got This". In his speech, he shared insights on Adidas' vision for future innovations in sports technology and trends in the sports industry, discussing the spirit of sports, technological advancements, and cultural dissemination, while outlining a blueprint for the industry's future development tailored for students.