Puma hired Dusan Hamlin into a newly created vice president of e-commerce role, effective immediately and reporting to chief commercial officer Matthias Bäumer. Puma split its DTC operation into separate global retail and global e-commerce units in late 2025, and Hamlin now owns the strategy and commercial direction of the digital side. Hamlin spent nearly three years as Reebok's digital transformation officer and close to five years consulting on digital for Adidas, and he has run design consultancy This Place as CEO since 2013. His arrival lands a week after Puma hired Nike veteran Marcia Dos Santos to lead its core business unit, and follows April appointments of Laurent Fricker for sportstyle and Bertrand Blanc for global wholesale. Hamlin named social commerce and AI-driven commerce at scale as his priorities.
