Puma Names New Leadership For Europe And Central Cluster
Sportswear major Puma has announced new leadership for its Europe region and Central cluster as it continues to strengthen its commercial operations in the region.
Fokko de Rooij will take charge as Managing Director, Europe, effective October 1, 2026. He will report to Puma CEO Arthur Hoeld, who has temporarily assumed the responsibilities of Chief Commercial Officer until a successor is appointed.
De Rooij brings extensive international experience across sales, retail, supply chain and transformation management. He held several senior leadership positions at Nike across EMEA, China and its global organisation.
In his most recent role as Vice-President, EMEA Sales at Nike, de Rooij led the wholesale business through a strategic commercial reset and returned it to growth. After leaving Nike in 2025, he worked as an independent advisor to CEOs and boards in the sporting goods and fashion sectors.
Daniel Pustina has been appointed Managing Director, Cluster Central, with immediate effect. He will oversee Puma’s markets across DACH, Benelux, Eastern Europe and Ukraine and will report to de Rooij.
Pustina has been with Puma since 2020 and has held several leadership positions within the company. Most recently, he served as Managing Director, Oceania, based in Melbourne. Prior to moving to Australia, he held leadership roles covering DACH and Central Europe.
“The European market is a key pillar for Puma. That’s why I’m happy we have found two leaders to advance the business in line with our strategic priorities,” said Hoeld.
“With Fokko, we have found an internationally experienced leader with a successful track record of leading organisations through large-scale transformations,” he added.
Hoeld also highlighted Pustina’s experience in the Central European market, saying he was well-positioned to drive the commercial performance of the cluster.
The leadership of Puma’s other two European clusters will remain unchanged. Christophe Cance will continue to lead the South cluster, covering France, Italy, Spain and Portugal, while Lucynda Davies will continue as head of the North cluster, covering the UK and Ireland and the Nordic markets. Both will report to de Rooij going forward.
Commenting on his appointment, de Rooij said he was looking forward to continuing his career in the sporting goods industry with Puma.
“I look forward to building on Puma’s rich heritage and strong brand position to further accelerate the European business. Doing this as part of one of the strongest teams in the industry is a dream come true,” he said.
The leadership changes come as Puma seeks to advance its commercial priorities across Europe, with the newly appointed regional leadership team overseeing key markets across the continent.
