Puma is restructuring its corporate organization and establishing a new business unit specifically dedicated to training. The goal, as the German company itself explains, is to “strengthen its focus on this important and growing category and fully capitalize on future growth opportunities.” Previously, this segment was grouped with running within a single entity, which will now be split up.
Strategic Centralization in Herzogenaurach
To streamline decision-making processes and help shape the apparel offering—including for other activity categories—the new Training unit will be based at Puma’s global headquarters in Herzogenaurach, Germany.
“With major partners such as Hyrox and the World Series of Fitness Racing, training has become an increasingly relevant global category for Puma, one in which we see significant potential,” said Maria Valdes, the brand’s Chief Brand Officer. “By creating a separate business unit for training in Herzogenaurach, we can sharpen our focus and stay closer to our key partners in this category as well as to our other business units.”
Marwin Hoffmann to Lead the New Division
The leadership of this new division has been entrusted to industry expert Marwin Hoffmann. Appointed vice president of the Training BU effective immediately, he will report directly to Maria Valdes. Hoffmann brings with him more than twenty years of experience in product and marketing, having previously served as Vice President of Global Outdoor Marketing at Adidas.
Meanwhile, Erin Longin, who previously oversaw both the Running and Training segments, will continue to lead the Running business unit from Boston.