PUMA has appointed Dusan Hamlin to the newly created role of Vice President, Global Ecommerce, effective immediately. He will report to Matthias Bäumer, PUMA’s chief commercial officer.
The appointment follows PUMA’s late 2025 announcement that it would split its direct to consumer business into two standalone divisions, Global Retail and Global Ecommerce. The move reflects the growing strategic weight PUMA places on its digital channels as it sharpens commercial focus on each side of the business.
Hamlin brings more than 25 years of industry experience to the role. He previously led digital transformation and ecommerce initiatives at Reebok and adidas. More recently, he cofounded and led several companies, including the global performance marketing firm M&C Saatchi Performance and the digital innovation and design consultancy This Place. He also served for an extended period as a board member of Tokyo listed software company Asteria Corporation.
At PUMA, Hamlin will lead the global strategy and commercial direction of the company’s digital and ecommerce business.
