Puma Appoints James Carnes As SVP, Creative Direction

Sportswear major Puma SE has named James Carnes as Senior Vice President, Creative Direction, effective immediately. In this newly created role, Carnes will oversee creative direction, innovation and product excellence, reporting directly to Chief Brand Officer Maria Valdes.

With over two decades of experience in the sports industry, Carnes brings expertise across design, brand strategy and innovation. He is expected to play a key role in leveraging creative direction as a strategic driver in Puma’s ambition to become a top-three global sports brand.

“James is a highly regarded leader in our industry and has been instrumental in shaping some of the most influential performance and lifestyle products, labels and platforms,” said Valdes.

Prior to joining Puma, Carnes held multiple leadership roles at Adidas across Herzogenaurach and Portland and most recently worked as an independent consultant and investor.

“Creative direction is about more than seasonal trends and colours. It is about defining how Puma presents itself in the market, harnessing its innovation and connecting deeply with consumers,” said Carnes. “We have a unique opportunity to modernize the image and style of one of the most iconic sports brands in the world.”