Puma France poaches marketing director from Adidas

By

Olivier Guyot

Published
Feb 14, 2018

Benoît Menard was tasked with directing and bringing to life the Adidas France newsroom during the Euro 2016. His team, set up in the Cité de la Mode et du Design in Paris, created buzzy social media content for the German sports brand: posing and answering consumer questions, as well as rapidly producing content with details of match results, the goals score and the performance of Adidas players.

The newsroom was then continued on in Paris, with the French capital being one of the key cities for Adidas worldwide. But now, Benoît Menard is leaving the Adidas brand to join Puma.

At Puma, Menard with take the role left vacant by Grégory Crognier, who has since taken the helm of Gala's fashion department.

Specialising in digital communications, Menard began his career in sports as an independent consultant for brands and industry federations, as well as being e-commerce manager for the French Basketball Federation, before joining the Canal + group where he developed online communication.

In the new role, he will now report to Puma France CEO Richard Teyssier.
"Benoît Menard's mission will be to develop and implement Puma's marketing and communications strategy in France," said the Teyssier.

2018 promises to be a challenging year for Puma. The football world cup in Russia is a major event for the sport and the experience of Benoît Menard in covering this type of event should allow Adidas to be displayed well at the French level, especially in highlighting its local football star Antoine Griezmann.

Behind the scenes at the Puma brand, other changes are happening, with Kering group deciding to divest Puma ownership during the current fiscal year.