Core Insights - Puma is reorganizing its brand marketing division to create a new structure that integrates product creation, innovation, go-to-market, and brand marketing, aiming for stronger storytelling for its products [1][3] Management Changes - Maria Valdes, previously chief product officer, is appointed as chief brand officer to oversee the new organization at the management board level, responsible for brand marketing, product, creative direction, innovation, and go-to-market [2] Structural Adjustments - Brand marketing, which previously reported to the CEO, will now be integrated with product creation, while sports marketing will be separated and report directly to the CEO [3] Strategic Focus - The restructuring is part of Puma's strategy to enhance storytelling and product positioning against competitors in the sporting goods industry, addressing previous fragmentation in their approach [3] Recent Developments - Puma has recently split its direct-to-consumer business into global retail and global e-commerce areas, appointing Ronald Reijmers as vice president of global retail [3] - A new leadership for the global e-commerce channel will be announced soon, and a new creative and innovation hub has been opened in Los Angeles as part of the company's strategic priority to succeed in the U.S. market [4] Financial Performance - In Q2 2025, Puma's sales decreased by 2% in currency-adjusted terms, totaling 1.94 billion euros, indicating a need for revitalization within the business [5]