Puma hires ex-Adidas and Reebok exec Dusan Hamlin as VP of e-commerce

Stephen Garner Wed, July 22, 2026 at 11:00 AM PDT | 3 min read

Puma's management changes continue to unfold this week with the hiring of a former Reebok and Adidas executive.

On Wednesday, the German sportswear company announced it has hired Dusan Hamlin to fill the newly created role of Vice President of E-commerce, effective immediately. He will report to Puma's Chief Commercial Officer, Matthias Bäumer.

In this role, Hamlin will drive the global strategy and commercial direction of the company's digital and e-commerce businesses. The appointment follows the late 2025 announcement to split Puma's direct-to-consumer business into two dedicated areas: global retail and global e-commerce.

Bäumer described Hamlin in a statement as "a proven digital transformation expert" who will take Puma's e-commerce "to the next level."

"Our digital channels have become increasingly important for our business in recent years," Bäumer said. "Considering this, it was crucial to establish dedicated e-commerce leadership to further develop our strategy and enhance the consumer experience across our website, apps and marketplaces."

Hamlin brings more than 25 years of industry experience and has previously led digital and e-commerce transformations at both Reebok and Adidas. At Reebok, he served as Digital Transformation Officer for nearly three years and was a Digital Consultant for Adidas for just under five years.

In more recent years, Hamlin co-founded and managed several companies, including global performance marketing firm M&C Saatchi Performance (until 2012) and digital innovation and design consultancy This Place, where he has served as Chief Executive Officer since 2013.

"We have a massive opportunity at Puma," Hamlin added. "We continue to significantly improve our platform capabilities, and we are now putting in place a world class operating model and extended digital team to support our goals. Globally emerging technologies such as social commerce and AI-driven commerce at scale will be a key focus to meet our customers' needs."

Recent Leadership Changes

Hamlin's appointment comes just one week after Puma hired Nike veteran Marcia Dos Santos as Vice President of its core business unit.

The hiring of Dos Santos followed the creation of dedicated teams for Puma's sportstyle and core businesses earlier this year as part of its ongoing transformation. In April, Puma named Adidas veteran Laurent Fricker the new Vice President of its sportstyle business unit.

Puma also named Bertrand Blanc as its new Vice President of Global Wholesale in April. He joined the company after a nine-year stint at Wilson Sporting Goods in May. Prior to Wilson, Blanc held senior roles in strategy, key account management, planning, and operations at both Asics and Nike.

Strategic Context

All of these moves come as the brand looks to refuel excitement across the business. In April, Puma Chief Executive Officer Arthur Hoeld — who took on the top role last July — told analysts on the company's first quarter 2026 conference call that the brand saw a "very solid start" to the year.

"We've made significant progress this year already in our operating model, which is necessary to build the foundation for our future growth here at Puma," Hoeld said.