Puma Names Two New Regional Mds, Taps Former Nike Exec

Puma has announced changes to its European executive team, appointing Fokko de Rooij as MD Europe and Daniel Pustina as MD Cluster Central.

De Rooij will assume the role on October 1 and report directly to Puma CEO Arthur Hoeld, who is temporarily overseeing the company’s commercial operations following the departure of CCO Matthias Baeumer. 

De Rooij brings a broad background in commercial strategy, sales, and supply chain management, having previously held senior regional leadership roles at Nike, including VP of EMEA sales. 

Before joining Puma, he worked as an independent strategic consultant for retail and fashion businesses.

As MD of Cluster Central, Pustina will oversee commercial operations in the DACH region, Benelux, Eastern Europe, and Ukraine. Pustina joined Puma in 2020 and most recently served as MD for Oceania, reporting directly to De Rooij. 

These appointments follow the departures of former executives Javier Ortega and Bas van den Bemt. Under the new organisational structure, the regional leadership for Puma’s remaining European divisions will remain unchanged.

“The European market is a key pillar for Puma. That’s why I’m happy we have found two leaders to advance the business in line with our strategic priorities,” said Hoeld. 

“With Fokko, we have found an internationally experienced leader with a successful track record of leading organisations through large-scale transformations. At the same time, Daniel is well positioned to drive Puma’s commercial performance in the important Cluster Central, given his deep understanding of the Central European market,” said Hoeld.

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