The Herzogenaurach-based sportswear retailer Puma has appointed Julie Legrand to the role of Senior Director Global Brand Strategy.
Legrand will implement an important strategic priority of the company, increasing brand desirability, Puma announced on Thursday. She reports directly to Vice President Brand & Marketing Richard Teyssier.
“Puma is one of the most recognized brands in the sports industry with an incredible history,” said Legrand. “I am very proud to continue to improve the brand’s positioning and brand awareness among consumers and look forward to working with the team in Herzogenaurach and increasing Puma’s brand desirability.”
The appointment of Legrand, who most recently worked as global brand director for the clothing group H&M, is a consequence of the decision made last June to relocate global brand management from Boston to Herzogenaurach. At the beginning of last year, the sporting goods retailer strengthened its strategic focus and identified increasing brand attractiveness as a central priority for company growth.
“In Julie, we have found an experienced leader who will lead our global brand strategy,” says Richard Teyssier. “She will define and implement our strategy to make the brand more visible and strengthen brand perception.”