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…
Puma has strengthened its executive leadership team with the appointment of another longtime Nike executive, continuing the company’s organizational reshuffle following Anta Sports’ investment in the German sportswear brand. The company has named Marcia Dos Santos, who spent nearly two decades at Nike, as Vice President of Puma’s Core Business Unit, a newly created position…
With the quarter-final lineup confirmed at the 2026 FIFA World Cup, the tournament’s commercial landscape has become clearer. Nike and Adidas each have three national teams remaining in the competition, while Puma is represented by two, highlighting the dominance of the world’s three biggest football apparel brands. Nike’s quarter-final representatives are France, Norway, and England,…
Sportswear giant Puma has responded after five incidents involving torn jerseys worn by national teams sponsored by the brand during the group stage of the 2026 FIFA World Cup. The affected teams were the Czech Republic, Morocco, Egypt, Paraguay and Ghana, all of whom wear Puma kits. The German manufacturer is also supplying Austria, Ivory…
PUMA has officially revealed the new STELLAR NITRO™ ULTIMATE match ball, which will be used in LALIGA during the 2026/27 season. The company describes it as the most technologically advanced football it has ever developed for elite competitions. Designed to match the increasing speed and intensity of modern football, the new ball features PUMA’s proprietary…
Global sportswear giant PUMA is doubling down on its lifestyle offensive, appointing Laurent Fricker as Vice President of its Sportstyle Business Unit, effective June 1, 2026. Fricker will report directly to Chief Brand Officer Maria Valdes, a signal that this role sits at the intersection of product, culture, and brand storytelling—not just operations. At PUMA,…
Sportswear giant PUMA has revealed its latest national team kits in a bold global showcase, reinforcing its position ahead of the upcoming international football competitions. The new collection spans 11 nations across four continents, highlighting Puma’s expanding footprint in elite football and its deep ties with global football culture. Global launch in New York City…
The Basketball Africa League has signed a multi-year agreement with Puma, naming the brand as the league’s official outfitter in a move that underscores both parties’ ambitions in the rapidly growing African basketball ecosystem. Beginning with the 2026 season, Puma will supply official game uniforms for all BAL teams, along with apparel for referees and…
Norwegian side Bodø/Glimt have unveiled their 2026 home kit, blending a celebration of their 110-year history with a bold statement about their growing global footprint following a historic UEFA Champions League campaign. Founded in 1916 in the Arctic coastal town of Bodø, the club has evolved from a small local team into one of European…
There’s a familiar pattern when global sportswear brands re-enter niche markets: start with visibility, then build influence. Puma is doing both at once with VfL Gummersbach—and adding a layer most kit deals don’t have. From the 2026–27 season, Puma will become the club’s official technical partner, supplying everything from first-team kits to academy gear and…
