The Herzogenaurach-based sportswear retailer Puma has appointed Dennis Schröder as Managing Director Europe.
Schröder will take on his new role from August 17 and report to Chief Commercial Officer (CCO) Matthias Bäumer, Puma announced on Thursday. He is taking over the European business from Javier Ortega, who will “step down from his position” in August.
“With his strong combination of brand and retail expertise, European and international management experience as well as his deep understanding of the sports industry, Dennis has the ideal profile to lead Puma’s Europe region into the next strategic development phase,” said Bäumer.
Former Snipes CEO moves to Puma
The new head of Europe brings extensive international management experience in the areas of sports, omnichannel retail, sales and team sports, according to Herzogenaurach. He comes from Snipes, where he replaced the founder of the Cologne streetwear retailer Sven Voth as CEO at the beginning of 2024. Before that, he worked for Snipes as General Manager Europe for almost a year. At the end of March it was announced that Samuel Deichmann would take over the management of the retailer.
Before his time at Snipes, he worked for the digital sportswear retailer 11teamsports as well as the sportswear companies Nike and Puma, among others. He is now returning to his former place of work, where he was active in various sales positions between 2010 and 2015.
“Returning to Puma after starting an important part of my career here feels like I’ve come full circle,” said Schröder. “I look forward to building on Puma’s great history, strong global presence and clear identity in sport and culture.”
