Puma appoints new general manager of Europe

Sports company Puma has recently appointed Javier Ortega as new general manager of Europe, effective from September 1, 2023. 

He will be responsible for the areas Central Europe, France, UK & Ireland, Southern Europe and Nordics and report directly to Puma CEO Arne Freundt.

Ortega, who has been with the company since 2009 and has worked as the area general manager for Southern Europe for the past nine years, will succeed Richard Teyssier, who started his new role as Puma’s global brand & marketing director in July.

Esteve Planas will succeed Ortega as area general manager for Southern Europe. He has held several financial roles at Puma between 2010 and 2022, including as the CFO of Spain and Iberia. In these positions, he helped set the company’s successful growth strategy in Southern Europe. He returns to Puma after working as CFO of Spanish pharmaceutical company Galenicum since the start of 2023.

Freundt said: “During his time as area general manager of Southern Europe, Javier has done a great job of elevating the Puma brand and growing our business substantially in Southern Europe. 

“In his new job as general manager Europe, Javier will build on Puma’s strong momentum in the region, strengthen our position as the best partner for our retailers and align our go-to-market activities across the region.”