Puma continues leadership shake-up with new Europe Managing Director

Sportswear brand Puma continues its strategic evolution with the appointment of Dennis Schröder as its new Managing Director for Europe, effective 17 August 2026.

This marks the fifth senior hire for Puma over the last two months, highlighting a broader effort to strengthen its leadership team and accelerate its strategic repositioning.

Schröder, who is succeeding Javier Ortega, will report to Chief Commercial Officer Matthias Baeumer.

He joins Puma from sneaker and streetwear retailer Snipes, where he served as CEO and General Manager EMEA, shaping the company’s strategic direction, and also held the position of Global Strategic Account Director at Nike, where he worked for a total of two years.

For Schröder, his new position marks a "full circle moment", as he previously held several sales roles at Puma between 2010 and 2015.

"Coming back to Puma after I started an important part of my career here feels like coming full circle," said Schröder.

"I am excited to build on Puma’s incredible heritage, strong global presence and a clear identity in sport and culture."

"With his strong combination of brand and retail expertise, European and international management experience, and deep understanding of the sports industry, Dennis is well positioned to lead Puma’s Europe region into its next phase of strategic development," added Puma CCO Matthias Baeumer.

"We would like to sincerely thank Javier for his contribution and tireless dedication."

Schröder's appointment follows several senior hires Puma has made, including from rival sportswear brands.

Earlier this month, Puma appointed former Hugo Boss executive Mark Langer as Chief Financial Officer.

This followed the appointment of former Adidas executive Laurent Fricker, previously Vice President of Originals, Basketball and Partnerships Europe, to lead its Sportstyle business unit.

The brand also recently recruited James Carnes, also formerly of Adidas, who took on a role shaping Puma’s creative direction, and Bertrand Blanc, who has held senior roles at Nike and ASICS, as Vice President of Global Wholesale.

In its most recent financial reports, Puma noted a decline in performance for the first quarter of 2026, with sales reaching €1.86 billion (£1.61 billion). This represented a currency-adjusted decrease of 1% and a reported decline of 6.3%.

The company said overall sales were supported by efforts to clear elevated inventory levels, particularly through selected wholesale partners.

Looking ahead, the company noted its continued ambition to establish itself as a top-three sports brand globally, with the aim of returning to above-industry growth while generating healthy profits in the medium term.