Puma SE has appointed James Carnes as its new SVP for creative direction, effective immediately. In this newly created role, Carnes is expected to directly oversee creative direction, innovation and product, reporting to Chief Brand Officer (CBO) Maria Valdes.
“With more than two decades of experience in the sports industry, James brings a unique combination of skills, which will help Pumause’s creative direction as an important strategic lever to establish itself as a Top 3 global sports brand,” the company said in a media release.
“James is a very highly regarded leader in our industry, and he has been instrumental in shaping some of the most influential performance and lifestyle products, labels, and platforms, “ said Maria Valdes. “With a strong background in industrial design and a deep understanding of both athletes and consumers, he will play an important role in getting our customers and consumers excited about Puma once again.”
Puma said that, until 2021, Carnes held several leadership roles in design, creative direction and strategy over a 19-plus-year career at Adidas, with roles located in both Herzogenaurach and Portland, OR. Most recently, he reportedly worked as an independent consultant and investor in the wider industry.
At Puma, Carnes is expected to align creative direction with the company’s overall strategy, set the seasonal direction for the business units, and create a long-term look and feel for the brand across consumer touchpoints.
“Creative direction is about more than seasonal trends and colors,” offered Carnes. “It is about defining how Puma holistically presents itself in the market, harnessing the company’s portfolio of world-class innovation, and deeply connecting with consumers. We have the amazing opportunity to modernize the image and style of one of the most iconic sports brands in the world, and I look forward to leading our teams and collaborating with my colleagues to make this happen.”
Images courtesy Puma SE
