Puma Shakes Up Operations with Training Division, Taps Former Adidas Leader

Puma is reorganizing its business areas to boost the development of its training apparel category. The company, which last week added China’s Anta as a major shareholder, has created a training business unit and appointed a former Adidas executive as its head.

According to the company, the objective of this move is to increase the focus on the training category, where the company sees high growth potential. “In order to streamline decision-making and help shape Puma’s apparel offering in other business categories,“ the new training business unit will be based at the company’s headquarters in Herzogenaurach, Germany.

In 2025, Puma made training one of its focus categories for the coming years, along with running, soccer and sportstyle. Until now, running and training categories were grouped together in a single business unit.

Puma reorganizes its business to streamline decision making

To lead this new business unit, Puma has brought in an executive with a long track record in the sector. Marvin Hoffmann will report to Maria Valdes, the group’s brand manager. Until now, Hoffman has been in charge of global outdoor marketing for the Adidas brand.

Puma is one of the giants of the international sports industry that is going through a weaker moment. Pending the company’s full-year 2025 performance, the company closed the first nine months with an 8.5% drop in sales and a loss of 309 million euros. In November, Puma announced 900 layoffs.

Last week, Anta informed the stock market regulator of the signing of the acquisition of 29.06% of the capital of the German group that was in the hands of the Pinault family, owner of Kering. Puma agreed to sell more than 43 million shares at a price of 35 euros per share, with the transaction amounting to more than 1,505 million euros.