PUMA Sharpens Focus with New Global Training Business Unit

PUMA has announced an organisational restructure, establishing a standalone Business Unit Training at its global headquarters in Herzogenaurach, Germany.

The move detaches the Training category from Running, which will remain headquartered in Boston, to accelerate growth in what the organisation has identified as a high-potential global pillar.

The reason behind the split is the explosive rise of fitness racing and functional training, anchored by PUMA’s long-term partnership with HYROX.

By centralising Training in Germany, PUMA aims to streamline decision-making and enhance its apparel offering by being physically closer to its European design hubs and key global partners.

This restructure follows PUMA’s 2025 “strategic reset,” which elevated Training to a core focus category alongside Football, Running, and Sportstyle, as the brand targets a 7% share of the global athletic market by the end of the 2026 financial year.

Commenting on the restructure, PUMA chief brand officer, Maria Valdes, said: “With strong partners such as HYROX… Training has become an increasingly important global category for PUMA, where we see considerable potential.”

“By creating a separate Business Unit… we can sharpen our focus and be closer to our key partners in this category,” Valdes said.

New Leadership and Regional Alignment

The restructure introduces a high-performance leadership team to drive the 2026-2030 growth roadmap:

• Marwin Hoffmann Appointment: PUMA has recruited industry veteran Marwin Hoffmann as vice president of Business Unit Training. Hoffmann joins with over 20 years of experience, most recently serving as VP of Global Marketing Outdoor at adidas.

• Specialised Focus: Erin Longin, who previously oversaw both categories, will now focus exclusively on the Business Unit Running in Boston, ensuring both units have dedicated executive oversight.

• HYROX Unit: The new unit will lead the expansion of the PUMA x HYROX footwear and apparel collections, capitalising on a sport that is projected to reach 1.3 million participants globally this season.

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