German sportswear retailer Puma has appointed James Carnes to the newly created role of Senior Vice President Creative Direction.
In this position, Carnes will lead creative direction, innovation and product excellence, Puma announced on Monday. Reporting directly to Chief Brand Officer Maria Valdes, he will help establish Puma as a ‘Top 3’ sports brand in the world. To do this, he will align the creative direction with the company’s overarching strategic goals, determine the seasonal orientation for the business units and create a long-term image of the brand across all customer contact points.
“The creative direction is about more than just seasonal trends and colors,” says Carnes. “It’s about defining how Puma presents itself holistically in the market, leveraging the company’s world-class innovations and building a deep connection with consumers.”
Gains experience at Adidas
The new person responsible for the creative area brings with him more than two decades in the sports industry. Until 2021, Carnes held various leadership positions in design, creative direction and strategy at direct competitor Adidas in Germany and the USA. He most recently worked as an independent consultant and investor in the industry, according to Herzogenaurach.
“James is a highly respected leader in our industry and has been instrumental in shaping some of the most influential performance and lifestyle products, labels and platforms,” said Valdes. “With his strong background in industrial design and his deep understanding of both athletes and consumers, he will play an important role in getting our wholesale partners and consumers excited about Puma again.”
