PUMA to Relocate Global Marketing Operations

PUMA have announced they will be reorganising their global marketing operations as part of a push to further elevate the PUMA brand, effective July 1. Marking one of the company’s three strategic priorities, the move will see PUMA’s global marketing organisation relocate from Boston to PUMA’s headquarters in Herzogenaurach, Germany. The intention of the shift is to improve alignment and accelerate decision-making with the brand’s global business units, creative direction and other facets.

Simultaneously, PUMA’s North America marketing function is set to be strengthened through their responsibilities entailing local sports marketing and local partnership management. Richard Teyssier has also been appointed as new PUMA’s new global brand and marketing director.

PUMA CEO Arne Freundt states about the changes, ‘PUMA’s brand is at the heart of our company’s success. Yet, our analyses clearly show that PUMA has significant opportunities to leverage the full potential of its brand. This is why relentlessly elevating our brand is one of our key strategic priorities. With the Global Marketing Organization being based in proximity to our key central functions at the HQ, we will lay the organizational foundation for this. It will ensure brand consistency and speed up decision-making to further strengthen the PUMA brand, and it will make us even more consumer-centric. With the new setup, we will be able to drive more impactful campaigns to further establish our brand in the minds of our consumers.’