Puma announces new global creative director

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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