Puma appoints new general manager of China

Sportswear brand Puma has appointed Shirley Li as its new general manager of China as part of plans to strengthen its presence in the country.

Li joined the brand in early 2023 as commercial director and previously worked as VP wholesale at Adidas.

In her new role, she will succeed Philippe Bocquillon who will now take on the position of general manager of Hong Kong. Meanwhile Paul Yu will remain in his current role of general manager of Taiwan. Both he and Li will report to Bocquillon.

Arne Freundt, Puma chief executive, said: “I am very excited that we will open a new chapter for Puma China under the new leadership of Shirley. I am very confident that under her leadership we will rebound strongly in China which is one of our key strategic priorities.”

In a further move, David Lu will replace Li as commercial director. Having worked in the fashion and sports sector for more than 15 years, he joined Puma in March from Levi’s where he was general manager of retail operations.

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