James Carnes Joins PUMA From Adidas to Lead a Newly Created SVP Creative Direction Role

PUMA appointed James Carnes as Senior Vice President Creative Direction on April 13, 2026, effective immediately, in a newly created role that places creative direction, innovation, and product excellence under a single executive for the first time. Carnes reports directly to Chief Brand Officer Maria Valdes and joins as PUMA pursues a stated ambition to establish itself as a top 3 global sports brand.

Carnes’ Background

Carnes brings more than two decades of sports industry experience to the role, having held multiple leadership positions in design, creative direction, and strategy at adidas, in both Herzogenaurach and Portland, Oregon, until 2021. Since leaving adidas, he has worked as an independent consultant and investor across the wider sports and footwear industry. 

Maria Valdes, Chief Brand Officer at PUMA, said, “James has an incredible track record of building iconic design languages and transforming brands through the power of creative vision.”

What The Role Covers

In the newly created position, Carnes will align creative direction with PUMA’s broader strategic goals, set seasonal direction across the brand’s business units, and establish a long term visual identity across all consumer touchpoints. 

Carnes said, “Creative Direction is about more than seasonal trends and colours. It’s about creating a coherent, compelling world that connects with people on a deeper level.”

Strategic Context

The hire is part of a broader effort at PUMA to sharpen its creative output at a time when the brand is navigating slower growth in the global sportswear market. PUMA reported a 4.4% decline in full year 2025 net sales and announced a restructuring program in early 2026, targeting cost savings while reinvesting in brand and product. Creating a dedicated SVP of Creative Direction, a role that did not previously exist at this level, signals that design coherence and brand identity have been identified as central to the recovery strategy.