Puma has appointed Hauke Lipp as head of Cobra Puma Golf for the German-speaking countries and the Benelux countries. He has been in the golf industry for two decades, most recently as regional sales manager for Callaway Golf, covering the German-speaking countries as well as Eastern Europe. Golf is one of the sports on which Puma will focus in the coming years as part of the new management's strategy to emphasize Puma's involvement in sports performance. Lipp is replacing Alexander Hagen, who is leaving Puma. Hagen joined the company three years ago after stints at Callaway Golf, Taylormade Adidas Golf, Pentland Brands and Aigle.

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