Companies

Puma appoints first ever Vice President Creative Direction

Apr 16, 2026 Germany

The Germany-based sportswear company has appointed James Carnes to the newly created role of Senior Vice President of Creative Direction. He will oversee creative direction, innovation and product excellence

James Carnes held several leadership positions in design, creative direction and strategy at adidas in Herzogenaurach and Portland, Oregon, until 2021. Most recently, he worked as an independent consultant and investor in the wider industry.

In his new role at Puma, he will be responsible for aligning creative direction with the company’s overall strategic ambitions, setting the seasonal direction for the business units, and creating a long-term look and feel for the brand across consumer touchpoints.

He will report directly to Maria Valdes, Chief Brand Officer of the company. “James is a very highly regarded leader in our industry, and he has been instrumental in shaping some of the most influential performance and lifestyle products, labels, and platforms”, she said.

Puma anticipates that his background in industrial design and deep understanding of both athletes and consumers will assist the company in leveraging creative direction as a pivotal strategic lever to consolidate its position as a top-three global sports brand.

According to Carnes, “Creative Direction is about more than seasonal trends and colours. It is about defining how Puma holistically presents itself in the market, harnessing the company’s portfolio of world class innovation, and deeply connecting with consumers”.

“We have the amazing opportunity to modernize the image and style of one of the most iconic sports brands in the world and I look forward to leading our teams and collaborating with my colleagues to make this happen”, he concluded.

Image Credits: about.puma.com

Germany Companies Management Puma Sportswear