Puma global chief brand officer Adam Petrick, whose profession on the German athletic powerhouse spans greater than twenty years, is exiting the corporate.

Petrick is departing as Puma reorganizes its global marketing organization. The corporate’s latest plan includes moving the group to its headquarters in Herzogenaurach, Germany. 

In an announcement released today, Puma said Petrick has decided to not transition to Europe, and as a substitute will pursue latest challenges outside of the brand. The manager will remain with Puma until the tip of the 12 months to make sure a smooth transition.

“I would really like to thank Adam Petrick for his significant contribution to Puma’s success during his greater than 20-year tenure with Puma,” Arne Freundt, chief executive officer of Puma, said in an announcement.

Petrick’s profession at Puma spans 23 years, and through his profession he held several brand and marketing leadership roles. In accordance with LinkedIn, his first role with the corporate was e-commerce and digital project manager in 2000.

Throughout his run with Puma, Petrick was a driving force behind several defining moments. 

He was integral in defining the brand’s partnership with Jay-Z and Roc Nation Sports, and helped reestablish Puma’s give attention to women in each sport and fashion starting in 2014 via partnerships with the likes of Rihanna, Selena Gomez and several other high-profile names. 

Petrick was also critical in Puma’s return to basketball in 2018. The reentry into the game included the signing of several promising NBA rookies and popular league veterans, and has since expanded to the WNBA. Apart from basketball, he also oversaw Puma’s ambitious return to performance run in 2021.

Moreover, Petrick helped steer Puma’s positioning in social justice, equality and inclusivity inside sports through the Reform platform in 2017, established the brand’s commitment to sustainable business practices with the “Without end Higher” marketing platform in 2021 and established its Web3 business in 2022. Last September, he helped lead the charge on the brand’s major Latest York Fashion Week return.

Petrick will probably be succeeded by Richard Teyssier, the corporate’s current regional GM of Europe, who will assume the worldwide brand and marketing director role, effective July 1. Teyssier joined Puma in 2010, and most recently served as general manager of Europe. Puma confirmed Teyssier will proceed to guide the region until his successor is announced.

Teyssier will report on to Freundt.

“With Richard Teyssier, we’ve got found the perfect candidate to drive Puma’s brand elevation strategy in the long run. He will not be only a real marketing specialist who comes with a powerful expertise in brand management. He can be an integral a part of our Puma family and knows the business inside out from his greater than 12 years of general management at Puma France and Puma Europe,” Freundt said in an announcement. 

With the reorganization, Puma’s brand management and marketing operations departments teams will relocate from Boston to Herzogenaurach, effective July 1. Puma said the marketing organization of Puma North America “will probably be further strengthened by the task of responsibilities for local sports marketing and native partnership management in an effort to elevate the brand within the U.S. market.”

“Puma’s brand is at the guts of our company’s success. Yet, our analyses clearly show that Puma has significant opportunities to leverage the complete potential of its brand. That is why relentlessly elevating our brand is one among our key strategic priorities,” Freundt said in an announcement. “With the worldwide marketing organization being based in proximity to our key central functions on the HQ, we’ll lay the organizational foundation for this. It is going to ensure consistency and speed up decision making … to make us much more consumer centric. With the brand new setup, we’ll have the option to drive more impactful campaigns to further establish our brand within the minds of our consumers.”