Global sports company PUMA has announced a strategic reorganisation of its brand marketing division, introducing a new, unified structure that integrates Product Creation, Innovation, Go-to-Market, and Brand Marketing. This transformation is designed to strengthen product storytelling and elevate the brand’s global consumer connection.
As part of this leadership realignment, Maria Valdes, formerly Chief Product Officer, has been appointed as Chief Brand Officer, joining PUMA’s Management Board. In her new role, Valdes will oversee Brand Marketing, Product, Creative Direction, Innovation, and Go-to-Market, ensuring alignment between product creation and storytelling processes.
“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, but PUMA’s previous approach to storytelling was too fragmented,” said Arthur Hoeld, CEO of PUMA.
He added, “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 the sporting goods industry.”
The restructuring marks a pivotal moment in PUMA’s ongoing commitment to creating authentic, impactful brand experiences. Under the new structure:
Brand Marketing will now report to Maria Valdes.
Sports Marketing will report directly to CEO Arthur Hoeld.
Go-to-Market responsibilities transition from Chief Commercial Officer Matthias Bäumer to Valdes.
PUMA stated that this integration will enhance clarity and focus, empowering teams to deliver cohesive narratives across sports and lifestyle categories.
These organisational changes take effect immediately, reflecting PUMA’s vision to drive innovation, creativity, and brand unity on a global scale.
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