PUMA appoints Dusan Hamlin as Vice President E-Commerce

Dusan has more than 25 years of experience in the industry and has previously led digital and E-Commerce transformations at both Reebok and adidas. In the more recent years, he has co-founded and managed several companies, including global performance marketing company M&C Saatchi Performance and digital innovation and design consultancy This Place. He has also held a long-term board position in Tokyo-listed software company Asteria Corporation.

At PUMA, Dusan will drive the global strategy and commercial direction of the company’s digital and E-Commerce businesses. This appointment follows the announcement in late 2025 to split PUMA’s direct-to-consumer business into two dedicated areas: Global Retail and Global E-Commerce.

“With Dusan, we have found a proven digital transformation expert to take PUMA’s E-Commerce to the next level,” said Matthias Bäumer, PUMA’s Chief Commercial Officer. “Our digital channels have become increasingly important for our business in recent years. Considering this, it was crucial to establish dedicated e-commerce leadership to further develop our strategy and enhance the consumer experience across our website, apps and marketplaces.”

“We have a massive opportunity at PUMA,” said Dusan Hamlin. “We continue to significantly improve our platform capabilities, and we are now putting in place a world class operating model and extended digital team to support our goals. Globally emerging technologies such as social commerce and AI-driven commerce at scale will be a key focus to meet our customers’ needs.”