‘Loud and clear’: Why Puma is undergoing a marketing ‘transformation’ and targeting Gen Z
Puma’s leadership team has been waiting for the moment the brand would “invest differently” in marketing, something top marketer Richard Teyssier is confident it is doing with new teams, fewer activations and bigger brand investment.
By Molly Innes
It is another huge year for sport. With the Paris Olympics, Euro 2024 and Copa América all around the corner, sports brands are vying to make themselves heard.
With an already packed agenda, most brands probably wouldn’t eye up a transformation amidst the chaos. Puma, though, sees things differently and is on a transformation mission as it looks to capitalise fully on this big year.
As part of said transformation, the firm relocated its marketing function from Boston to its headquarters in Herzogenaurach, Germany and got a new top marketer in the process, with global chief brand officer Adam Petrick departing and Richard Teyssier being promoted from Puma Europe’s general manager.
