The German sports company is reorganising its global marketing organisation. The goal is to further strengthen the Puma brand, one of the company's strategic priorities.

Going forward Puma's global marketing organisation will be based at the company's headquarters in Herzogenaurach to enable better alignment and faster decision-making with the company's global product and global go-to-market teams and creative direction. As of July 1, 2023, the Brand Management and Marketing Operations departments will be relocated from Boston to Herzogenaurach. At the same time, the Puma North America marketing organisation will be strengthened, taking on US sports marketing and US product collaborations to grow the brand's attractiveness in the US market.

“PUMA’s brand is at the heart of our company’s success,” said Arne Freundt, CEO of PUMA. “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.”

In the context of the reorganization, PUMA’s global chief brand officer Adam Petrick has decided to not transition to Herzogenaurach, but to pursue new challenges outside of PUMA, after over two decades with the brand. He will be with the company until the end of the year to ensure a smooth transition, the brand added in a press release.

PUMA’s regional general manager Europe Richard Teyssier will lead the Global Marketing Organization as global brand & marketing director, effective July 1, 2023. In this role, he will report directly to PUMA CEO Arne Freundt. Richard has broad expertise in brand management and marketing after 17 years in leading Marketing functions at Mars Inc., where he was responsible for some of the company’s most iconic brands, such as M&Ms and TWIX in France prior to joining PUMA in 2010. At PUMA, Richard had been General Manager for the French market until 2021 before assuming responsibility for Central Europe, France, UK & Ireland, Southern Europe, Northern Europe across all channels. He will continue to lead the Region Europe until his successor is announced.

“I would like to thank Adam Petrick for his significant contribution to PUMA’s success during his more than 20-year-tenure with PUMA,” said Arne Freundt. “With Richard Teyssier, we have found the ideal candidate to drive PUMA’s brand elevation strategy in the future. He is not only a true marketing specialist who comes with a strong expertise in brand management. He is also an integral part of our PUMA family and knows the business inside out from his more than 12 years of general management at PUMA France and PUMA Europe.”