Puma continues to build its new team and appoints a new global brand director

2023-06-20 19:53:53

Puma is committed to reinforcing its brand. The German fashion and sports equipment distribution group has made changes to its international marketing team and has appointed Richard Teyssier, until now director of the firm in Europe, as global brand manager. The manager will replace Adam Petrick, in the position from January 2022.

Teyssier joined Puma in 2012, after a four-year career at food manufacturer Mars. The manager started in the sports company as head of the firm in France and nine years later he rose to run the business in Europe, a position in which he had been since September 2021.

As reported by the company in a statement, the appointment of Teyssier adds to other changes in its marketing strategy. The company, which until now had the headquarters of this department in Boston (United States), will move its offices to Herzogenaurach (Germany). “This will improve the alignment of the different departments and accelerate decision-making with the global business units,” the company explained.

Puma will move its marketing department offices to Germany, where its headquarters are located

In recent years, the company has followed a differential communication strategy: in addition to sponsoring athletes, Puma has been linked to celebrities closest to streetwear as Rihanna, who signed on as a global ambassador and creative director for the women’s line. The artist was followed by other names such as the models Cara Delevigne and Adriana Lima and the singer Selena Gómez.

In January, the company signed Arne Freundt as CEO, after the departure of the historic CEO Bjørn Gulden, who was the promoter of collaborations with artists and who joined Adidas.

The group closed the first nine months of the 2022 financial year with sales of 6,268.5 million euros, 18.2% more than in the same period of the previous year. Puma’s profit stood at 352.1 million euros and the company registered a record EBIT.

For the full exercisePuma expects its sales to increase by around 15% compared to the previous year and that its ebit is between six hundred million euros and seven hundred million euros, compared to the 557 million euros it registered in fiscal year 2021.