EANS-News: PUMA AG Rudolf Dassler Sport / PUMA CEO Jochen Zeitz to become Executive Chairman of PUMA SE Board

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Herzogenaurach (euro adhoc) - PRESS RELEASE

PUMA AG to convert into European Corporation PUMA SE

PUMA CEO Jochen Zeitz to become Executive Chairman of PUMA SE Board
and to head Sport & Lifestyle Division of PPR in addition to a new
sustainability role

Herzogenaurach, Germany, 18 October 2010 - Sportlifestyle
company PUMA AG intends to be transformed into a European
Corporation, trading under the name of PUMA SE (SE = Societas
Europaea). The transformation is subject to approval at PUMA´s 2011
Annual General Meeting in April. PUMA CEO Jochen Zeitz is
designated to become Executive Chairman of the one-tier PUMA SE
Board ensuring a continuous strategic management of the company´s
next phase of its corporate development. Jochen Zeitz will remain
CEO of PUMA until a new CEO has been appointed. He will
coordinate the search in close cooperation with PUMA´s
Personnel Committee. François-Henri Pinault, Chairman and CEO of
PPR, also appointed Jochen Zeitz Head of PPR´s new Sport &
Lifestyle Division. PPR is PUMA´s majority shareholder with some
71% of voting rights as of September, 30, 2010.

The more flexible and international structure of a one-tier
European Corporation permits that Jochen Zeitz - in his new role as
Executive Chairman of the Board - can continue to be responsible
for PUMA´s next phase of its corporate development while also
providing PPR´s future Sport & Lifestyle Division with his
extensive and unique expertise in the sportlifestyle sector. PUMA
will become a core brand within this new division.

In the role of Head of PPR´s Sport & Lifestyle Division, Zeitz will
act as a member of PPR´s Executive Committee. Within the
framework of the Division´s strategy developed by PPR, Jochen
Zeitz will be responsible for setting up the organisation and will
be in charge of operations in order to build a portfolio of strong,
complementary brands within the sport and lifestyle arena in the
future. These brands, and PUMA in particular, will benefit from
international growth opportunities and new synergies derived from
complementary consumer universes and pooled resources. Zeitz will
assume his new responsibilities as Head of PPR´s Sport & Lifestyle
Division after the search for a CEO of PUMA has been completed.

"I strongly believe in PUMA´s future potential as an innovation
leader and icon for the sport and lifestyle industry backed by its
strong brand. I am confident that Jochen Zeitz, together with the
new CEO in charge of the PUMA brand, will bring PUMA to the next
step. We will now look into expanding our sport and lifestyle
investments in the coming years with PUMA as a core brand in
our future portfolio", François-Henri Pinault, Chairman and CEO of
PPR, said.

The new management structure shall facilitate the implementation of
PUMA´s five- year strategic company plan. The conversion into an SE
will not infringe PUMA´s working arrangements and will proceed in
close coordination with the respective employee representation
bodies. PUMA´s five year strategic plan 2011-2015 will be released
together with PUMA´s third-quarter results on October 26.

With immediate effect Jochen Zeitz will also assume the newly
created role of Chief Sustainability Officer (CSO) at PPR. This
measure not only underlines PPR´s strong commitment to
Sustainability but is also a clear acknowledgement and is an
opportunity to expand on PUMA´s pioneering role in this area,
taking into account PUMA´s strong environmental and social
commitment under the umbrella of PUMAVision.

"I will - in cooperation with the Personnel Committee - personally
conduct the search for the future CEO of the PUMA brand" said
Jochen Zeitz. "While all necessary preparations will be taken, I
will remain CEO of PUMA. When the new CEO is appointed, I will
ensure a seamless handover and implementation of the company´s
five-year strategic plan which we have been diligently working
on during the course of this year. After then 18 years as CEO of
PUMA, I look forward to evolving my role within PUMA as well as
the PPR Group and am passionate to further pursue responsible
business opportunities within a sustainable social and
environmental context."

Media Contact:

Ulf Santjer - Corporate Communications - PUMA AG - +49 9132 81 2489 -
Mobile +49 170 56 58 228 - ulf.santjer@puma.com

Kerstin Neuber - Corporate Communications - PUMA AG - +49 9132 81
2984 - Mobile +49 170 56 26 763 kerstin.neuber@puma.com

|PUMA
|

PUMA is one of the world´s leading Sportlifestyle companies that
designs and develops footwear, apparel and accessories. It is
committed to working in ways that contribute to the world by
supporting Creativity, SAFE Sustainability and Peace, and by
staying true to the principles of being Fair, Honest, Positive
and Creative in decisions made and actions taken. PUMA starts in
Sport and ends in Fashion. Its Sport Performance and Lifestyle
labels include categories such as Football, Running, MotorSport,
Golf and Sailing. Sport Fashion features collaborations with
renowned designer labels such as Alexander McQueen, Mihara Yasuhiro
and Sergio Rossi. The PUMA Group owns the brands PUMA, Cobra Golf
and Tretorn. The company, which was founded in 1948, distributes
its products in more than 120 countries, employs more than 9,000
people worldwide and has headquarters in Herzogenaurach/Germany,
Boston, London and Hong Kong. For more information, please visit
http://www.puma.com

end of announcement euro adhoc
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ots Originaltext: Puma AG Rudolf Dassler Sport
Im Internet recherchierbar: http://www.presseportal.de

Further inquiry note:

Ulf Santjer

Telefon: +49 (0)170 56 58 228

E-Mail: ulf.santjer@puma.com

Branche: Consumer Goods
ISIN: DE0006969603
WKN: 696960
Index: Midcap Market Index, MDAX, CDAX, Classic All Share, HDAX,
Prime All Share
Börsen: Frankfurt / regulated dealing/prime standard
Berlin / free trade
Hamburg / free trade
Stuttgart / free trade
Düsseldorf / free trade
Hannover / free trade
München / regulated dealing