PUMA Appoints Dusan Hamlin as Vice President of E-Commerce

PUMA is restructuring how it sells and speaks to consumers online, and it is putting a specialist in charge.

By appointing digital veteran Dusan Hamlin as Vice President E-Commerce, the brand signals that its future growth will depend as much on platform design and data as on product drops.

Role, experience, and mandate

Hamlin steps into a newly created role with immediate effect. He reports directly to Chief Commercial Officer Matthias Bäumer.

His remit is broad: he will drive the global strategy and commercial direction of PUMA’s digital and e-commerce business. This includes the brand’s websites, apps, and marketplace presence.

That scope reflects PUMA’s view that online channels now sit alongside wholesale and retail as core engines of the company.

He brings more than 25 years of experience in digital and e-commerce. Prior to joining PUMA, Hamlin led transformation projects at Reebok and adidas.

He then co‑founded and managed performance marketing firm M&C Saatchi Performance and digital innovation consultancy This Place.

A long-term board role at Tokyo-listed software company Asteria Corporation adds further depth in tech and international operations.

Therefore, for PUMA, that background offers a mix of brand-side, agency-side, and software-side perspective.

Strategic context and digital direction

The appointment follows PUMA’s late‑2025 decision to split its direct-to-consumer business into two dedicated areas: Global Retail and Global E-Commerce.

With that structural change in place, the brand now needs distinct leadership for each channel. Hamlin’s role gives e-commerce a clear owner at the executive level.

This ensures that decisions about platform capabilities, merchandising, and consumer experience are not subordinated to physical retail priorities.

Internally, PUMA highlights how quickly digital channels have grown in importance. Online sales are no longer an add-on; they shape how consumers discover products, engage with campaigns, and interact with the brand day to day.

Hamlin is tasked with taking PUMA’s e-commerce offering “to the next level.” This means not only optimizing existing sites but also building a world-class operating model and extended digital team around them.

Innovation, consumer experience, and future focus

Hamlin’s early comments point to clear focus areas: platform improvement, operating model design, and emerging technologies such as social commerce and AI-driven commerce at scale.

In practice, that suggests PUMA will invest in better UX and personalization. The company will also integrate commerce into social environments more tightly. Additionally PUMA will use data and AI to tailor journeys, recommendations, and content.

For consumers, the goal is a more coherent and elevated experience across PUMA’s digital touchpoints.

Whether shopping on the brand’s own site, in apps, or through marketplaces, they should see consistent brand expression, smarter product curation, and services that feel responsive rather than generic.

For PUMA, the payoff is a digital business that can grow margin, capture first-party data, and support long-term brand building.

For players, fans, and collectors, PUMA appoints Dusan Hamlin as Vice President E-Commerce marks an important step in how one of sport’s key companies thinks about its digital future.

The move turns e-commerce from a functional channel into a strategic domain with dedicated leadership.

As a result, the next phase of PUMA’s growth will be as much about how you experience the brand online as about what you lace up on foot.