Puma Hires Former Adidas and Reebok Executive to Lead E-commerce Growth
German sportswear company Puma has hired Dusan Hamlin, a former executive at Adidas and Reebok, to fill the newly created role of vice president of e-commerce. Hamlin will report to chief commercial officer Matthias Bäumer and will drive global strategy and commercial direction for Puma's digital and e-commerce businesses. The appointment follows Puma's late 2025 decision to split its direct-to-consumer business into global retail and global e-commerce divisions. Hamlin brings over 25 years of industry experience, having led digital transformations at Reebok and Adidas, and co-founded companies including M&C Saatchi Performance and This Place. He stated that emerging technologies like social commerce and AI-driven commerce will be key focus areas. This hiring is part of a broader management shakeup at Puma, which recently also hired a Nike veteran and an Adidas veteran for other leadership roles as the brand seeks to revitalize its business under CEO Arthur Hoeld.
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