Puma has announced a significant strategic appointment, bringing former Adidas Chief Information Officer Andreas Hubert aboard as its new Chief Operating Officer, a move poised to reshape the global sportswear giant’s operational landscape starting September 1, 2025. This pivotal hire underscores a growing industry trend: the increasing convergence of advanced technology with core business operations, aiming to enhance efficiency and foster innovation.
Hubert’s new role will see him overseeing Puma’s newly unified global sourcing operations, a comprehensive portfolio encompassing critical functions such as IT, sustainability initiatives, product development, and intricate logistics networks. His extensive background in spearheading global technology strategies and IT services at rival Adidas, where he served for over four years until June 2025, positions him uniquely to drive this ambitious integration.
This strategic expansion of Puma’s management board to five members signals a deliberate and forceful push to embed sophisticated digital expertise directly into the company’s core operational functions. In a period marked by persistent supply chain disruptions and an imperative for efficiency gains amidst economic pressures, Hubert’s appointment reflects Puma’s commitment to leveraging data analytics and digital tools for streamlined processes and agile decision-making. This move highlights supply chain innovation as a key focus.
The transition of a seasoned CIO like Hubert to a broad COO position exemplifies a notable shift across various industries, where technology leaders are increasingly ascending to wider operational leadership roles. In the highly competitive sportswear industry, where e-commerce growth, supply chain visibility, and sustainable practices are inextricably linked to advanced IT infrastructure, such technology leadership becomes not merely beneficial but essential for long-term success.
Puma’s decision to recruit from a direct competitor like Adidas adds a compelling layer of competitive dynamism to this executive shuffle. Hubert will report directly to CEO Arne Freundt, with a primary focus on optimizing global operations to vigorously support Puma’s ambitious expansion goals, particularly in key markets like Asia and North America, where robust digital transformation can provide a significant competitive edge over industry behemoths.
Analysts anticipate that this high-profile hire will significantly accelerate Puma’s adoption of emerging technologies, including advanced AI for sophisticated supply chain forecasting and predictive analytics for inventory management. Drawing from Hubert’s proven track record, this consolidation of IT and logistics under a single, visionary leader aims to drastically reduce operational costs, improve speed-to-market, and foster a tech-driven culture within the organization, reinforcing Puma COO strategic direction.
This isn’t an isolated corporate maneuver; recent executive appointments across diverse sectors consistently show IT executives gaining unprecedented prominence in C-suite positions. The appointment of Andreas Hubert embodies a forward-thinking approach to corporate governance, demonstrating how companies are actively bridging the gap between technology and overarching business strategy to navigate the complexities of a digitally-driven global economy.
Looking forward to 2025 and beyond, Hubert’s expertise promises not just streamlined operations but a profound cultural shift toward tech-centric decision-making within Puma. This strategic alignment could potentially set a new industry standard for how global brands integrate cutting-edge innovation directly into their core DNA, ultimately positioning Puma for sustained growth and resilience in a constantly evolving marketplace.
