Puma appoints Julie Legrand to lead global brand strategy

Puma’s new senior director in charge of the global strategy for the German sports equipment manufacturer has neither a sport, nor a sneaker background and yet these two segments are essentiel to the Puma brand. In fact Julie Legrand Haverkamp has been marketing director of the H&M brand for almost two years.

In this role, she oversaw the image and brand consistency of the Swedish brand, which operates directly in over 70 markets. The Bavarian brand’s management was won over by her international expertise and experience in the mass market. Julie Legrand Haverkamp’s recent appointment comes at a time of reorganisation for the company. “This follows the company’s decision in June to reorganise its global brand management and marketing operations and transfer them from Boston to Puma’s headquarters in Herzogenaurach, Germany,” explains Puma in a statement.

The brand has been headed by Arne Freundt since the end of 2022 and French executive Richard Teyssier has been in charge of global marketing since mid-2023. Legrand will therefore report to Teyssier.

“With Julie, we have found an experienced leader to drive Puma’s global brand strategy,” said Teyssier in a statement. “She will define and implement our strategy to increase brand visibility and strengthen the Puma brand and its perception around the world.”

Puma reported sales growth of 10% in the first nine months of 2023 to €6.6 billion and will shortly announce its full-year results.