Puma appointed Shirley Li as the new general manager for China as part of the company’s strategy to strengthen its business in the region.
Li, a native of China, joined Puma in early 2023 as a commercial director, with over 20 years of industry experience and with a deep understanding of the Chinese market and consumer. Before joining Puma, she worked as VP of wholesale at Adidas.
Li replaces Philippe Bocquillon, who is moving into the role of manager for Greater China, Puma, which includes China, Taiwan and Hong Kong. Bocquillon will also assume the general manager role for Hong Kong, while Paul Yu will remain the general manager of Taiwan. Both Li and Yu will report to Bocquillon.
“I am very excited that we will open a new chapter for Puma China under the new leadership of Shirley,” said Arne Freundt, Puma CEO. “I am very confident that under her leadership, we will rebound strongly in China, which is one of our key strategic priorities. I want to thank Philippe for more than ten years as general manager of Puma China. He has done a great job under often very challenging circumstances, and I wish him all the best for his new role as area manager.”
David Lu will further strengthen Puma China’s top management by replacing Li as commercial director. Lu has worked for Puma since March 2023 and brings over 15 years of experience in the fashion and sports industry, most recently as Levi’s general manager of retail operations.
Puma reported that all of these C-Suite changes take effect July 1.
