German sportswear label Puma is planning to strengthen its influence in China with the appointment of Shirley Li as its new GM in the country. 

Li will succeed Philippe Bocquillon, who will take on new roles at the company as area manager for Greater China and GM of Puma Hong Kong. Meanwhile, Paul Yu will remain the GM of Taiwan. Both Li and Yu will report to Bocquillon. 

“I am very confident that under her leadership, we will rebound strongly in China which is one of our key strategic priorities,” said Arne Freundt, CEO of Puma. “I want to thank Philippe for more than 10 years as GM of Puma China. He has done a great job under often very challenging circumstances and I wish him all the best for his new role as area manager.”

Joining the company earlier this year as commercial director, Li has more than 20 years of experience in the industry and a deep understanding of the Chinese market. Before Puma, she served at Adidas as VP of wholesale. 

David Lu, who joined Puma in March, will take over Li’s current role as commercial director. Lu recently worked as GM of Levi’s retail operations. 

All the changes will take place on July 1. 

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