Puma names Maria Valdes as new Chief Brand Officer amid financial turmoil
Puma has appointed Maria Valdes as its new Chief Brand Officer, replacing Richard Teyssier who left the company promptly. This change comes as part of new CEO Arthur Hoeld's efforts to reshape Puma's future and address urgent concerns from shareholders.
Maria Valdes took over the role last month, joining the company at a critical juncture. Puma's latest financial results reveal a net loss in Q3 2025, a collapsing operating profit, and plans to cut 900 jobs by the end of 2026. The company's stock has plummeted, losing over 60% of its value this year and hovering just 6% above its 52-week low.
Puma is grappling with significant challenges, including overreliance on wholesale distribution and excessive discounting. Investors are skeptical about the company's turnaround until tangible results from the new brand strategy emerge. The global marketing leadership is being restructured, with Richard Teyssier, Puma's longtime marketing chief, departing immediately. Puma will participate in the J.P. Morgan Global Luxury Conference on November 13, where initial details of its new strategy could be revealed.
Maria Valdes' appointment as Chief Brand Officer signals a new era at Puma, as the company works to address its financial struggles and reassure investors. With the new CEO Arthur Hoeld at the helm, Puma is set to unveil its new strategy at the upcoming luxury conference, which could provide much-needed clarity on the company's future.
