Puma Seeks to be Forever Faster as Turnaround Seen Dragging On

Puma SE Chief Executive Officer Bjoern Gulden pledged to make Europe’s second-largest sporting-goods maker more agile as it seeks to reconnect with consumers following a further reduction to the profit outlook.

Gulden, the former Pandora A/S CEO who joined Puma in July, today unveiled the “Forever Faster” initiative, which he said will speed up decision-making, problem solving and the time the company takes to react to new trends.