PARIS Puma AG, Europe’s second-largest sporting goods firm after Adidas, has appointed Arne Freundt head of global strategy.

Freundt, 31, succeeds Franz Koch, who will become Puma’s chief executive officer once the company is registered as a European Societas Europaea (or SE). Puma’s transformation from a German Aktiengesellschaft (or AG) was green-lighted by company shareholders in April.

Formerly senior project manager at Siemens Management Consulting, Freundt took on his new function at Puma on July 1. He reports directly to Koch and will play a role in implementing Puma’s “Back on the Attack 2011-15,” five-year strategic plan meant to generate annual revenues of 4 billion euros, or $5.75 billion at current exchange, by 2015.

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