With Bertrand Blanc joining as Vice President Global Wholesale on May 1, PUMA formalizes wholesale as a dedicated strategic function – underscoring the channel’s growing importance to the brand’s commercial agenda.
PUMA has named Bertrand Blanc Vice President Global Wholesale, a newly created position effective May 1. Blanc will report to Chief Commercial Officer Matthias Baeumer, with responsibility for the company’s wholesale strategy and relationships with major retail partners.
Wholesale leadership formalized
The move comes as sportswear brands continue to balance wholesale distribution with investments in direct-to-consumer channels such as owned stores and e-commerce. By establishing a dedicated global wholesale lead, PUMA is formalizing the function as a standalone commercial priority.
Background across Nike, ASICS and Wilson
Blanc brings more than 25 years of international experience in strategy, key account management, planning and operations. He previously held senior roles at Nike and ASICS, and most recently served as Senior Global Commercial Director, Racquet Sports, at Wilson Sporting Goods. Blanc has also worked as a consultant to international businesses in the sector.
At Wilson, Blanc worked in racquet sports during a period of rapid growth in categories such as padel and pickleball, which has reshaped wholesale demand and intensified competition for shelf space. PUMA said the appointment is intended to support global revenue growth and strengthen execution with key accounts.
