Adidas nabs PUMA SEA marketing head as director of brand activation

Sportswear giant adidas has appointed Eleanor Wang as its new director of brand activation for Southeast Asia (SEA).

Wang steps into the role after more than a decade at rival sportswear label PUMA Group, where she most recently served as director of marketing for SEA. She first joined the company in 2013 as a senior marketing executive, steadily rising through the ranks to head of marketing, SEA, before taking on the director role.

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During her tenure, Wang was instrumental in delivering high-impact campaigns in both the sports and lifestyle categories, with a strong track record in driving brand relevance and market growth. She was credited for spearheading innovative digital campaigns, boosting consumer engagement, and building strategic partnerships to expand PUMA’s footprint in the region.

Some of her recent highlights include “PUMA Palermo Stadio House,” the “PUMA +65” campaign for the launch of the PUMA SEA brand store, and the brand’s partnership with the Standard Chartered Singapore Marathon. These initiatives not only amplified brand visibility but also deepened connections with diverse consumer segments in Southeast Asia.

With her move to adidas, Wang is expected to bring her expertise in brand storytelling, event-led activations, and cross-market marketing strategies to energise adidas’ brand presence in SEA, a market known for its dynamic sports culture and rapidly evolving consumer trends.

Wang has declined to comment. 

Meanwhile at PUMA Group, Wang has been succeeded by Gabriel Yap, who took on the role of senior director of marketing for Southeast Asia. 

In his new role at PUMA Group, Yap is tasked to lead and drive the strategic development, execution and performance of the brand's marketing initiatives across SEA. His focus will be on ensuring consistent brand positioning and boosting brand equity across key markets. 

Yap was previously regional senior marketing director at ASICS. 

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