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Puma appoints new General Manager for its Sportstyle division

Tom Shearsmith
09 March 2023

Global sportswear giant Puma has appointed Lionel Telega as the new General Manager of its Sportstyle business area - the company's largest business unit.

Telega has been with Puma since 2004 and most recently worked as Global Director Go-To-Market. Prior to joining the sportswear and footwear company, he worked sports equipment business Salomon and car manufacturer Porsche.

Starting with immediate effect, Telega takes over the role of General Manager from Maria Valdes, who became Chief Product Officer and a Member of the Board of Management in January 2023. In his new role, he will report directly to her.

The Puma Sportstyle range includes a variety of products such as running shoes, training shoes, t-shirts, shorts, hoodies, jackets, and backpacks, among others. These products are made using advanced technologies and high-quality materials to enhance performance and provide comfort during exercise or daily activities.

Puma Sportstyle products are designed to be both functional and stylish, making them suitable for both athletic and casualwear.

Maria Valdes, Puma CPO, commented: “We are fully convinced that Lionel’s strong commercial background and valuable experience will contribute to further enhance Sportstyle as our largest growing Business Unit,” said PUMA CPO Maria Valdes. “I wish him all the best in his new position.”

Puma Sportstyle

Puma Sportstyle campaign 2021

In November, Puma promoted chief commercial officer Arne Freundt to CEO, replacing Bjørn Gulden, who has left the business after nine years. With over ten years of experience at Puma, Freundt he has held various positions including General Manager EMEA, Global Director Retail and E-commerce, and Global Director Strategy.

Telega's appointment also follows the news that Puma saw record year sales of £7.495 billion, rising by 18.9% year on year.

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