Puma announces new global creative director

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Formerly creative director at Californian surf and lifestyle label O’Neill, German-born Hochstetter has also put in stints at Adidas in the USA, Japan and his homeland. 

Puma CEO Björn Gulden described Hochstetter as “a proven expert in the sporting goods and fashion design industry”. “I am pleased that with Torsten we have a long-standing design expert coming onboard Puma bringing extensive experience and know-how to our company,” he added. 

The brand will be seeking to build on its fashion and lifestyle credentials including recent footwear collaborations with London-based avant-garde designer Hussein Chalayan and Alexander McQueen as well as successful endorsement deals with sprinter Usain Bolt, the brand having supported the world record-holding sprinter since he was 15 years old. 


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