Puma reshuffles European leadership
Puma is restructuring its European management. Fokko de Rooij will take on the position of managing director Europe on October 1, the Herzogenaurach-based sportswear company announced on Monday. Daniel Pustina becomes managing director of the Central cluster with immediate effect. The two succeed Javier Ortega and Bas van den Bemt, who left Puma this month.
De Rooij joins Puma from the US sports company Nike. There, he held various management positions in the EMEA region, China, and at a global level. Most recently, he was responsible for the wholesale business in the EMEA region as VP EMEA sales. According to Puma, in his role, he strategically realigned the wholesale business and returned it to a growth trajectory.
After leaving Nike in 2025, De Rooij worked as an independent consultant for CEOs and boards in the sports and fashion industries. At Puma, he will now take responsibility for the European business, reporting to CEO Arthur Höld.
Höld has also temporarily taken on the duties of chief commercial officer. The position is expected to be filled at a later date.
Pustina takes over central cluster
Daniel Pustina has been with Puma since 2020 and has held various management positions since then. Most recently, he served as managing director Oceania, based in Melbourne. Previously, he was responsible for the DACH region and Central Europe, among other roles.
As managing director cluster Central, Pustina will now oversee the DACH, Benelux, Eastern Europe, and Ukraine markets. In this role, he will report to De Rooij.
Puma CEO Arthur Höld explained the appointments by citing the experience of both managers. De Rooij brings international leadership experience and expertise in transformation processes. Pustina has extensive knowledge of the Central European market.
The leadership of the other two European clusters remains unchanged. Christophe Cance continues to be responsible for the South cluster, which includes France, Italy, Spain, and Portugal. Lucynda Davies remains in charge of the North cluster, covering the UK and Ireland, as well as Scandinavia. Both will also report to De Rooij in the future.
With De Rooij and Pustina, Puma is thus refilling the two leadership positions that became vacant following the departures of Ortega and van den Bemt. De Rooij will take responsibility for the European region, while Pustina will lead the Central cluster with its DACH, Benelux, Eastern Europe, and Ukraine markets.
“I look forward to building on Puma's long history and strong brand to further advance the European business,” said De Rooij on his appointment.