Back to Basics

Puma Opts for New Management, Image Campaign to Compete with Nike, Adidas

Puma enjoys new-found popularity during the World Cup. Source: DPA.
Puma enjoyed new-found popularity during the 2014 World Cup.
  • Why it matters

    Why it matters

    Puma’s new chief executive Bjørn Gulden is resetting the direction with a new partnership with Arsenal, a new clothing collection and a new IT manager but will these outward signs be enough to shift the downward numbers and seize market share from rivals on a tough market_

  • Facts


    • Puma will launch a new image campaign in early August, hoping it will boost sales, which were low for the first half of the year.
    • Andy Köhler, the IT and procurement manager, resigned after one year and will be replaced by Lars Soerensen.
    • Puma is number three on the global sportswear market behind Nike and Adidas.
  • Audio


  • Pdf


A spectacular show of light and color on London’s river Thames, projected around the world, presented Puma’s new jersey for Arsenal, Britain’s popular premier league soccer team.

Puma designed the jerseys for the club, tearing the contract away from Nike by offering an annual €40 million ($53 million), or four times the amount paid by the U.S. sportswear giant.

The team’s kit now has a brand new look, with diagonal stripes searing across the collar bone – along with the big cat on the arm.

The kit and the deal reflect a change of direction for Puma. But after a year on the job, the new chief executive Bjørn Gulden still has his work cut out for him as the latest figures show.

Want to keep reading?

Subscribe now or log in to read our coverage of Europe’s leading economy.