Puma is reorganizing its brand marketing division.
On Monday, the German athletic company said it is creating a new structure in the division to include product creation, innovation, go-to-market as well as brand marketing. Puma noted that the move is aimed at enabling “stronger and more consistent” storytelling for its products.
As a result of this move, Maria Valdes, who was previously chief product officer, will become chief brand officer to oversee this new organization at the management board level.
Valdes, who has been a member of Puma’s management board since 2023, will now be responsible for brand marketing, product, creative direction, innovation and go-to-market.
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Brand marketing previously reported to Puma chief executive officer Arthur Hoeld, while go-to-market reported to chief commercial officer Matthias Bäumer. Now, sports marketing will be separated from brand marketing and report to Hoeld.
Hoeld said in a statement that Puma’s previous approach to storytelling was “too fragmented.”
“With our amazing archive and our cutting-edge sports-performance products, including our Nitro technology, we have the clear opportunity to tell stories that resonate,” the CEO said. “By putting storytelling and product creation side by side, we will strengthen our product icons and sports performance products and create the clarity and structure that is needed to better position Puma against its competition in in the sporting goods industry.”
The move comes just days after Puma split its direct-to-consumer business into two dedicated global retail and global e-commerce focus areas. Gymshark and Nike alum Ronald Reijmers was named vice president of global retail to accommodate the restructure. He will oversee the development of the company’s full-price and outlet stores across the world.
Puma said last week that it will announce a new leadership for its global e-commerce channel in the coming weeks.
Puma this month opened the doors to its new creative and innovation hub in Los Angeles. Located in West Hollywood, the new two-story, 20,000-square-foot Puma Studio L.A. is part of the German company’s strategic priority to “win” in the U.S.
All of these moves come as the brand looks to refuel excitement across the business. In second quarter 2025, Puma sales fell by 2 percent, in currency adjusted terms, to 1.94 billion euros.
