Retail in Asia


Shirley Li is Puma’s new general manager for China

German sports company Puma has named Shirley Li as its new general manager in China, replacing Philippe Bocquillon, who will transition into the role of area manager for Greater China including China, Taiwan, and Hong Kong, effective 1 July, 2023.

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Philippe Bocquillon (pictured), will stay on at Puma, having been named area manager for Greater China including China, Taiwan, and Hong Kong. Source: Puma


Bocquillon will also serve as general manager for Hong Kong, while Paul Yu remains general manager for Taiwan. Li and Yu will report to Bocquillon.

Li, a Chinese native, joined Puma earlier this year as commercial director after departing her role as vice president for wholesale at Adidas.

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

Moving into Li’s previous role as commercial director is David Lu, who joined Puma in March 2023 from Levi’s, where he was general manager of retail operations.

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Puma last week announced a reorganisation of its global marketing function, in an effort to advance a strategic priority to “further elevate” the Puma brand. Puma announced its brand management and marketing operations departments would be relocated from Boston to to Herzogenaurach, also effective in July.