The world’s largest sportswear company, Puma, has implemented a number of adjustments to its worldwide marketing structure in an effort to improve decision-making and alignment across its most important business segments.
The biggest change is the company’s decision to move its brand management and marketing operations from its original headquarters in Boston to Herzogenaurach, Germany, beginning of 1st July.
In addition, Puma stated that in order to boost the brand’s position in the area, local sports marketing and relationship management duties would be assigned to its North American marketing organisation.
Arne Freundt, CEO of Puma, stated that this elevation plan was one of the company’s “key strategic priorities” and that with the new system in place, the brand will be able to “drive more impactful campaigns” to further solidify its position in consumers’ thoughts.
Richard Teyssier has been appointed by Puma as its new worldwide brand and marketing director following the decision of Adam Petrick, the company’s global chief brand officer, to explore “new challenges” outside of Puma rather than relocate to Germany.
Teyssier will start in his new post on 1st July after stepping down from his former position at Puma as general manager for the European area, which he will continue to supervise until a successor is identified. Petrick will stay with the company until the end of the year to oversee the transition.
