The Big Cat’s new chief, Arthur Hoeld, was frank about the depth and breadth of problems facing the brand, warning that a multi-faceted restructuring was needed to clean up distribution, right-size operations, and above all restore brand momentum. He vowed to move aggressively to address excess inventory at retail partners and pull back from a reliance on mass merchants and heavy discounting, which have damaged Puma’s reputation as a desirable sportswear brand. Puma has become “too commercial,” resulting in muted brand heat, low distribution quality, and products that fail to resonate ... Log in to view full article.