Puma is completely reorganizing its global marketing structure

 5 minutes

Puma is rebuilding its global marketing structure and doing it with dizzying energy! Here's what you need to know about the changes coming to this iconic brand.

Puma new start in Germany

Puma is making the decision to relocate brand development and marketing operations from Boston to its German headquarters in order to strengthen its international presence and improve coordination within the company.

New location

From July 1, Puma's global marketing arm will be based in Germany, in the beautiful city of Herzogenaurach. This move will allow the brand to improve its decision-making process and ensure consistency across the company.

Focus on the North American market

As part of the new strategy, more responsibility for developing local sports marketing and managing brand partnerships will be assigned to the North American marketing structure. Puma aims to strengthen its position in the US market and put more emphasis on this important region.

Welcome to the new leader

Ricard Teissier, Regional General Manager of Puma Europe, will lead the brand's global marketing organization. He brings a wealth of experience and knowledge in brand management and marketing from his successful career at Mars.

Big step

Puma's decision to move its brand management and marketing operations from Boston to Bavaria, Germany marks a significant milestone in the company's growth story. This strategic move aims to unlock the brand's full potential and maximize its global impact.

Goodbye Adam Petrik

After more than 20 years in various positions within the company, Puma's global brand director, Adam Petrik, is leaving the company due to a reorganization and refusal to move to Germany.

Why is it important

Puma's global sales grew by 14.4% in the first quarter of 2023 to reach $2.4 billion. In 2022, Puma's global revenue was $9.25 billion, a significant increase from 2021, when the company earned $7.4 billion. According to Retail Insight Network, Puma's sales in the first quarter of 2023 grew by 25.4% in the EMEA region and by 27.4% in the Asia-Pacific region. However, sales in the Americas fell 0.8% due to overstocking at Puma's wholesale partners.

Infographic:

Puma global sales up in Q1 2023

Where can I see the changes

Reports show significant growth for Puma following the introduction of Direct-to-Consumer (DTC) marketing strategies. In 2022, the company earned over $2 billion from DTC sales worldwide.

This is an exciting moment for Puma and its fans! With this reorganization, Puma aims to strengthen its position in the global market and provide its customers in Ukraine with an even more superior experience. This reorganization of the marketing structure opens up new opportunities and promises exciting changes.

Integration and interoperability

Moving the marketing division to Puma's headquarters in Germany will allow the brand to improve alignment and interaction between the various business units of the company. Thanks to this, Puma will be able to make decisions more effectively and quickly respond to changes in the global fashion industry.

local attention

The strengthening of the marketing structure in North America highlights the importance of this region for Puma. The brand focuses its efforts on developing sports marketing and partnerships to meet the needs of American consumers. This will create a more personalized and relevant experience for US shoppers.

Continued success

Ricard Teissier, the new head of Puma's global marketing organization, brings a wealth of experience and expertise to brand development. His successful experience at Mars confirms his ability to lead Puma to new heights and strengthen its position in the global marketing community.

The Future of Opportunity

This reorganization is a strategic move that will help Puma adapt to rapidly changing market demands and meet the needs of its customers. Buyers in Ukraine can expect even more innovative and stylish products, as well as an improved marketing approach that will highlight their unique preferences and needs.

Puma is on the cusp of a new era where it will continue to optimize its global marketing structure. This change demonstrates the brand's ambition and commitment to improvement and innovation.

Get ready for amazing new Puma

With a reallocation of resources and an increased focus on different regions, Puma will be able to bring even more exciting and innovative products to the Ukrainian market. Get ready for new collections, new technologies and new styles that will highlight your personality and style.

Closer to you

Ukrainian buyers will be the central focus group for Puma. The brand will be even closer to you, offering products and marketing campaigns tailored to your unique preferences and needs. Your voice and your preferences will be heard and taken into account.

Limitless Possibilities

The reorganization of the marketing structure will allow Puma to experiment with new ideas and approaches. The brand will strive to bring a fresh take on sportswear and create bold and memorable campaigns that will inspire you and make you fall in love with Puma all over again.

This is just the beginning of a new chapter for Puma and its customers in Ukraine. With a focus on improvement, innovation and a personal connection with you, Puma strives to create athletic shoes and apparel that not only look great, but bring joy and confidence to every step you take.

Get ready for the new Puma, where style and comfort meet energy and innovation. Keep an eye on this exciting brand because the best is just beginning!