PUMA names Dennis Schroeder as Managing Director Europe

Dennis Schroeder brings extensive international leadership experience across sports, omnichannel retail, commercial operations and team sports. Most recently he served as CEO of leading sneaker and streetwear retailer SNIPES, following his role as General Manager EMEA. During his time at SNIPES, Dennis shaped the company’s strategic direction, further strengthened its market positioning and set the course for its next phase of growth. Prior to that, he was General Manager at 11teamsports for six years and held international key account management roles at Nike. Dennis also brings valuable internal experience, having previously worked at PUMA in several sales positions between 2010 and 2015.

Dennis succeeds Javier Ortega, who will step down from his role in August. To ensure a smooth transition, Dennis and Javier will work closely together to hand over the European key projects and stakeholder relationships.

“With his strong combination of brand and retail expertise, European and international management experience and deep understanding of the sports industry, Dennis is well positioned to lead PUMA’s Europe region into its next phase of strategic development,” said PUMA CCO Matthias Baeumer. “We would like to sincerely thank Javier for his contribution and tireless dedication.”

“Coming back to PUMA after I started an important part of my career here, feels like coming full circle,” Dennis Schroeder added. “I am excited to build on PUMA’s incredible heritage, strong global presence and a clear identity in sport and culture.”