The global sports brand Puma has appointed Bertrand Blanc as Global Vice President, Wholesale, effective May 1, 2026, to reinforce its commercial leadership. This appointment underscores Puma’s commitment to strengthening its wholesale channel, a key driver of its global business.
Blanc has over 25 years of experience in the sporting goods and sportswear industry, with senior roles in strategy, operations, and key account management. Most recently, he advised sports and lifestyle brands on commercial strategy. Previously, he spent nearly a decade at Wilson Sporting Goods as Global Director of Racquet Sports.
He has also held key positions at Nike and ASICS, where he developed business segments and strengthened retail partnerships across Europe. At Nike, he managed major accounts such as Foot Locker Europe, and at ASICS, he helped expand the running category and digital partnerships.
At Puma, Blanc will report to Chief Commercial Officer Matthias Baeumer and lead global wholesale strategy, revenue growth, and brand presence with key retail partners. His role is critical, as wholesale remains central to Puma’s business model. While competitors like Nike and Adidas focus more on direct-to-consumer strategies, Puma continues to rely on wholesale for a significant share of its revenue.
Baeumer stated that the appointment aims to build a “global centre of excellence” for wholesale operations, ensuring stronger alignment across international markets and deeper engagement with strategic retail partners.
Blanc’s appointment comes as the sportswear industry rapidly evolves, with brands balancing direct consumer engagement and wholesale partnerships. Puma’s strategy reflects a clear commitment to strengthening its distribution network while expanding globally.
With his extensive experience and industry knowledge, Bertrand Blanc is expected to help drive Puma’s next phase of growth, focusing on strong partnerships, strategic execution, and global expansion.
