HERZOGENAURACH, Germany, April 2025 — PUMA, a global leader in sportswear and lifestyle products, has appointed Tara McRae as President of PUMA North America (PNA). In her new role, McRae will oversee all aspects of the company’s operations in one of its most strategically important markets. The appointment is effective immediately.
McRae succeeds Bob Philion, who departs PUMA after a 20-year tenure, including eight years as President of PNA, to pursue opportunities outside the company.
“With Tara, we have appointed a leader with a great understanding of our consumers, our industry and the North American market,” said Matthias Bäumer, Chief Commercial Officer, PUMA. “I strongly believe she has the experience and the strategic mindset to help us succeed in this crucial market. I want to thank Bob for the past eight years as the President of PNA, a time during which we put PUMA back on the map in North America, and I wish him all the best for the future.”
McRae rejoined PUMA in 2024 as Senior Vice President, Brand and Strategy. Previously, she held senior leadership roles including Global Chief Marketing Officer and Digital Officer at Clarks, and became the first Chief Marketing Officer at TB12, Tom Brady’s global health and wellness brand. Between 2006 and 2016, she held several positions at PUMA North America, including roles in media planning, sports marketing, and regional marketing leadership.
In addition to her corporate experience, McRae serves as a strategic advisor to Relentless Consumer Partners and is a non-executive board member at kegg. She was recently honored as a member of the 2024 Forbes Entrepreneurial CMO 50 list, reflecting her standing as a transformative force in marketing and brand strategy.
PUMA
PUMA is one of the world’s leading sports brands, designing and marketing footwear, apparel, and accessories for more than 75 years. It offers performance and lifestyle products in categories such as football, running, training, basketball, golf, and motorsports. Headquartered in Herzogenaurach, Germany, the PUMA Group owns the brands PUMA, Cobra Golf, and stichd, and distributes products in over 120 countries with a global team of approximately 20,000 employees.
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