Puma Appoints Creative Director

Industry veteran Torsten Hochstetter will assume the role of global creative director for Puma SE, effective July 15, the company announced today.

Hochstetter, the former creative director at surf brand O’Neill, also previously served as creative director of sport performance and sports style for fellow Herzogenaurach, Germany-based Adidas.

Hochstetter will be based in Puma’s global headquarters and will oversee the sports-performance and sports-lifestyle collections of footwear, accessories and apparel.

“Torsten Hochstetter is a proven expert in the sporting goods and fashion design industry,” Puma CEO Björn Gulden said in a release. “I am pleased that with Torsten we have a long-standing design expert coming on board of Puma, bringing extensive experience and know-how to our company.”

According to a Puma spokesman, the brand no longer works with designer Hussein Chalayan, its former creative director. And, the company added, while Chalayan worked solely within the fashion segment, Hochstetter will be responsible for all design teams worldwide.

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