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Puma appoints Javier Ortega as general manager of Europe

Sportswear giant Puma has named Javier Ortega as general manager of Europe, with effect from 1 September 2023.

In his new position, Ortega will be responsible for Central Europe, France, the UK & Ireland, Southern Europe and Nordics, reporting directly to CEO Arne Freundt.

He succeeds Richard Teyssier, who started his new role as Puma’s global brand and marketing director in July.

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Javier has been with the sportswear retailer since 2009 and has worked as the area general manager for Southern Europe for the past nine years.

“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,” Freundt said.

“In his new job as general manager of 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.”

The company also revealed Esteve Planas will succeed Javier as area general manager for Southern Europe. He has held several financial roles at Puma between 2010 and 2022, including as the CFO of Puma Spain and Iberia.

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