Laurent has held several leadership positions in product marketing and sales at adidas and Reebok for more than two decades. Most recently, he worked as Vice President Originals, Basketball and Partnerships Europe at adidas, where he was responsible for introducing and expanding a number of successful product franchises.

In Sportstyle, PUMA leverages its vast archive to create products that celebrate the legacy of sport and connect to the passion of sport culture. 

“Laurent is a focused leader with a clear track record of connecting sport authenticity with on-trend credibility and strong cross-functional execution,” said CBO Maria Valdes. “With his deep understanding of consumer culture, product storytelling, and go-to-market expertise, I am confident that he will further strengthen the Sportstyle Business Unit and accelerate its contribution to PUMA’s growth.”

PUMA has one of the most significant archives in the sporting goods industry, with iconic products such as Suede and Speedcat. With their roots clearly in sports, these styles have become an important part of the Sportstyle Business Unit’s portfolio.

“With PUMA’s 78 years of history and many product icons that can inspire our designers, heading the Sportstyle unit is a fantastic opportunity,” said Laurent Fricker. “We have the clear potential to further sharpen our product offering and create products that become culturally relevant to our consumers.”