Ferdinand Krug

Senior Partnership Manager SELECT @ PUMA Group

About

Global partnerships and brand strategy leader with end-to-end ownership of high-impact collaborations at the intersection of lifestyle, performance, and culture. Currently serving as Sr Partnership Manager at PUMA, I lead cross-functional teams and senior partner relationships to build culturally relevant and globally consistent brand platforms.

Country

City

Germany

Industry

Sporting Goods

Skill

Experience

Senior Partnership Manager SELECT

PUMA Group

2025-7 - Present · 1 yr 3 mos

Herzogenaurach, Bavaria, Germany

- Driving global partnership strategy of PUMA collaborations across lifestyle and performance categories in the most premium distribution layers. - Leading collaboration partner selection, positioning, product strategy, model incubation, merchandising, marketing, communications and commercial planning cross-functionally with multiple internal and external stakeholders. - Leading relationship management and contract negotiations with key cultural partners - including: Balenciaga, KidSuper, Salehe Bembury, REPRESENT, GUIZIO, and more. - Overseeing local partnership executions across key international markets, ensuring a consistent global brand image. - Acting as internal advisor to multiple business units on collaboration strategy and partner scouting, influencing cross-brand decision-making.

Partnership Manager SELECT

PUMA Group

2023-7 - 2025-6 · 2 yrs

Herzogenaurach, Bavaria, Germany

- Developed and implemented a refined global partner strategy across PUMA’s lifestyle and performance categories, strengthening strategic alignment and portfolio focus. - Led contract negotiations and senior-level relationship management for 15+ global partnerships. - Coordinated cross-functional teams across partner positioning, product strategy, model incubation, merchandising, marketing/PR, and commercial planning to deliver global collaboration launches. - Served as cross-functional lead for on- and off-pitch collaborations tied to the 2025 FIFA Club World Cup and 2026 FIFA World Cup, coordinating global stakeholders and external partners. - Partnership lead for: Balenciaga, KidSuper, Salehe Bembury, NOAH NYC, GUIZIO, REPRESENT, Nicole McLaughlin, HELIOT EMIL, LGN Louis-Gabriel Nouchi, ROMBAUT, PLEASURES, Perks and Mini, MCM, Palomo Spain, JUUN.J, Lost Management Cities, ...

Junior Partnership Manager SELECT

PUMA Group

2022-1 - 2023-6 · 1 yr 6 mos

Herzogenaurach, Bavaria, Germany

- Supported SELECT team on day-to-day operations of SELECT collaborations. - Project and relationship management for 5+ global collaborations within PUMA’s SELECT program - including KidSuper, NOAH NYC and juun.j. - Assisted contract negotiations and managements of global SELECT licensing agreements.

Junior Project Manager Creative Direction

PUMA Group

2021-10 - 2021-12 · 3 mos

Herzogenaurach, Bavaria, Germany

- Assisted Global Creative Director in creating PUMA’s global creative direction for AW23. - Planned and executed PUMA’s Global Creative Direction Camp with 40+ attendees. - Led upcycling partnership with Nicole McLaughlin.

Dual Student

PUMA Group

2018-9 - 2021-9 · 3 yrs 1 mo

Herzogenaurach, Germany

- Dual Student in collaboration with DHBW Stuttgart. - Internships in SELECT Partnerships, Retail Marketing, Labelling & Packaging, Key Account Management, Trade Compliance and Accounting including a placement abroad at stichd B.V..