Puma has appointed James Carnes as Senior Vice President, Creative Direction, marking a newly created leadership role as the German sportswear brand looks to sharpen its global identity and product storytelling.
Carnes will report to Chief Brand Officer Maria Valdes and oversee creative direction, innovation and product excellence across categories, aligning design with the company’s broader brand strategy.
Bringing over 20 years of industry experience, Carnes joins from Adidas, where he held multiple leadership roles across design and strategy in both Germany and the US. He most recently worked as an independent consultant and investor.
Announcing the appointment, Maria Valdes said: “James has been instrumental in shaping some of the most influential performance and lifestyle products in our industry. His deep understanding of both sport and culture, as well as the consumer, will help us take Puma’s brand and product to the next level.”
Carnes, commenting on his new role, said: “Creative direction today goes far beyond product. It’s about defining a clear and compelling vision for the brand across every touchpoint and creating meaningful connections with consumers around the world.”
His mandate includes setting seasonal design direction, building a cohesive visual identity, and ensuring consistency across all consumer-facing channels, from product to retail and marketing.
The move comes at a time when Puma is looking to strengthen its positioning amid intensifying competition in the global sportswear market and ongoing efforts to refine its product and brand strategy.
Founded in 1948, Puma operates in more than 120 countries, with a portfolio spanning footwear, apparel and accessories.
