Dennis Schroeder Appointed As Managing Director Of PUMA Europe

PUMA has appointed Dennis Schroeder as Managing Director (MD) Europe, effective August 17, 2026. He will succeed Javier Ortega, who will step down in August.

Schroeder joins the role after serving as Chief Executive Officer (CEO) of sneaker and streetwear retailer SNIPES. Before that, he worked as General Manager (GM) EMEA at SNIPES and spent six years as GM at 11teamsports. He also held international key account management roles at Nike. He previously worked at PUMA between 2010 and 2015 in sales roles.