Puma’s Global Brand Chief To Depart as Part of Ongoing Marketing Reorg — Retail Bum

Puma is undergoing a major global marketing reorganization, with the company relocating its brand management and marketing operations from Boston, MA, to the company’s headquarters in Herzogenaurach, Bavaria, Germany.

The transition is scheduled to take place on July 1, 2023.

As part of the transition, Puma’s Global Chief Brand Officer Adam Petrick, who chose not to relocate to Germany, will be stepping down from the role.

According to Puma CEO Arne Freundt, the reorganization will give Puma a chance to further harness and enhance its brand potential. Freundt has been leading Puma since November, taking over from former CEO Bjørn Gulden, who left the role to serve as the chief executive of adidas.

“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,” Freundt said in a statement. “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.”