Dive Brief:
- Former Adidas CIO Andreas Hubert will become Puma’s COO effective Sept. 1, the fashion brand said Thursday. Hubert will join the management board and lead the company’s newly united global sourcing operations, including IT, sustainability and logistics.
- “With his extensive background in IT, sourcing, and supply chain management, he brings the perfect combination of strategic insight and operational excellence,” Puma CEO Arthur Hoeld said in the announcement. “His deep industry experience and expertise will be instrumental in optimizing Puma’s global operations, driving digital transformation, and strengthening the resilience of our supply chain as we enter our next phase of growth.”
- Hubert wrapped up his four-year stint as group CIO at Adidas in June after holding several leadership positions across his 20-year career at the fashion brand. The executive has also held board seats at two companies and was a consultant at Boston Consulting Group, according to Hubert’s LinkedIn.
Dive Insight:
CIOs, now known for their business savvy, are key enablers for enterprises as IT innovations drive growth and unlock efficiencies. Puma’s choice to tap a former CIO for its COO role reflects tech's elevated C-suite role.
The appointment comes as Puma tries to position itself for sustainable, long-term growth.
In March, the company unveiled its evolved brand identity as part of its largest global marketing campaign to date. Puma welcomed a new CEO and president of North America the following month.
The company’s strategic revamp also coincides with ongoing market volatility. Puma was one of more than 80 brands that cosigned a letter to President Donald Trump urging the White House to consider tariff exemptions for footwear, Retail Dive reported in May.
In its latest earnings report Thursday, Puma said sectorwide and company-specific challenges are contributing to muted brand momentum and a lowered outlook for 2025. The company paired back capital expenditure plans in response.
