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PUMA appoints Laurent Fricker to lead Sportstyle Business Unit
- PUMA appointed Laurent Fricker as the new Vice President of the Sportstyle Business Unit, effective June 1.
- Fricker will report to Maria Valdes, PUMA's Chief Brand Officer.
- He previously led product marketing and sales roles at Adidas and Reebok for over two decades.
- Fricker's most recent role at Adidas was Vice President Originals, Basketball and Partnerships Europe.
- PUMA aims to connect sport authenticity with on-trend credibility under Fricker's leadership.
- Fricker believes there is potential to sharpen the Sportstyle product offering and make it culturally relevant.
- PUMA highlights its archives, including Suede and Speedcat, as foundational to Sportstyle.
- Fricker will contribute to PUMA’s growth by strengthening the Sportstyle unit.
- The official press release was issued from Herzogenaurach, Germany, on April 20, 2026.
- The release underscores PUMA's emphasis on combining heritage with modern culture in Sportstyle offerings.
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