Puma appointed Julie Legrand as senior director of global brand strategy, reporting to company Vice President Brand and Marketing Richard Teyssier.

Legrand brings 20 years of experience in marketing and brand management to the role. Most recently, she worked as H&M’s global brand director. She also held senior positions in marketing and brand at Procter & Gamble.

“With Julie, we have found an experienced leader to head up PUMA’s global brand strategy,” said Teyssier. “She will define and execute our strategy to drive higher brand visibility and strengthen the PUMA brand and its perception around the world.”

Legrand’s hire follows the company’s decision in June to reorganize its global brand management and marketing operations and relocate them from Boston to Puma’s headquarters in Herzogenaurach, Germany.

At the start of 2023, Puma sharpened its strategic priorities and defined brand elevation as one of its top three priorities for future growth.

“Puma is one of the most recognized names in the sports industry with a fantastic brand heritage. I am very proud to be in charge of further sharpening the brand’s positioning and preference with consumers,” said Julie Legrand. “I look forward to working with the team in Herzogenaurach to further elevate the Puma brand.”