PUMA has appointed Dusan Hamlin as its newly created Vice President, Global E-commerce. Hamlin takes up the role with immediate effect and will report directly to Matthias Bäumer, the company’s Chief Commercial Officer.
The appointment forms part of PUMA’s broader restructuring of its direct-to-consumer (DTC) business. The sportswear company announced in late 2025 that it would split its DTC operations into two standalone divisions: Global Retail and Global E-commerce.
Hamlin brings more than 25 years of experience in the industry to the role. He previously led digital transformation and e-commerce initiatives at Reebok and adidas. He later co-founded and led several businesses, including global performance marketing firm M&C Saatchi Performance and digital innovation and design consultancy This Place.
He also served for an extended period as a board member of Tokyo-listed software company Asteria Corporation.
In his new role, Hamlin will oversee PUMA’s global e-commerce strategy and the commercial direction of its digital business.
By establishing e-commerce as a separate strategic division, PUMA is placing greater emphasis on its digital channels as it seeks to sharpen its commercial focus and strengthen its direct relationship with consumers.