Puma is reviewing its corporate structure and establishing a new business unit specifically dedicated to training. The aim, as the German company itself explains, is to "strengthen its focus on this important growth category and fully exploit future development opportunities." Previously, this segment was grouped together with running within a single entity, which will now be split.
Strategic centralization in Herzogenaurach
In order to simplify decision-making processes and contribute to the definition of the clothing range, including for other categories of activities, the new Training unit will be established 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, Chief Brand Officer for the brand. "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 other business units."
Marwin Hoffmann at the helm of the new division
The management of this new division has been entrusted to industry expert Marwin Hoffmann. Appointed Vice President of the Training BU with immediate effect, he will report directly to Maria Valdes. Hoffmann brings with him more than twenty years of experience in product and marketing, having previously held the position of Vice President of Global Outdoor Marketing at Adidas.
Erin Longin, who previously oversaw both the Running and Training segments, will continue to lead the Running business unit from Boston.