PUMA Appoints Laurent Fricker To Lead Sportstyle Business Unit

PUMA has appointed Laurent Fricker as Vice President of its Sportstyle Business Unit, effective June 1. He will report to Maria Valdes.

Fricker brings over two decades of experience in product marketing and sales, having held senior roles at adidas and Reebok. Most recently, he served as Vice President Originals, Basketball and Part

nerships Europe at Adidas, where he played a key role in expanding several successful product franchises.

PUMA’s Sportstyle division draws on the company’s extensive archive to create products that blend sporting heritage with contemporary culture. Iconic styles such as the PUMA Suede and PUMA Speedcat continue to anchor the portfolio.

“Laurent brings a strong track record of connecting sport authenticity with on-trend credibility,” said Valdes, adding that his expertise will help accelerate the division’s growth.