In a move the company says is intended to improve alignment across key business categories and accelerate decision-making, PUMA is reorganizing its global marketing organization and relocating its brand marketing and brand operations from Boston to its Herzogenaurach, Germany HQ, effective July 1.

The PUMA North America marketing team will handle responsibilities for local sports marketing and local partnership management in the U.S.

PUMA’s Global Chief Brand Officer Adam Petrick has decided not to transition from Boston to Herzogenaurach — he will remain with the company until the end of the year before departing. PUMA’s Regional General Manager Europe Richard Teyssier will lead the Global Marketing Organization as Global Brand & Marketing Director.

PUMA CEO Arne Freundt, for whom driving brand elevation is a key strategic priority, stated, “Our analyses clearly show that PUMA has significant opportunities to leverage the full potential of its brand…  With the Global Marketing Organization being based in proximity to our key central functions at the HQ, we will lay the organizational foundation for this. It will ensure brand consistency and speed up decision-making to further strengthen the PUMA brand and it will make us even more consumer-centric. With the new setup, we will be able to drive more impactful campaigns to further establish our brand in the minds of our consumers.”