Carlos Laje: 25 Years
of Leadership & Growth
at PUMA LATAM

A single phone call can change the course of a career. Just ask Carlos Laje, Managing Director at PUMA LATAM.

Twenty-five years ago, Carlos was living in Arizona, gearing up for a rock-climbing session when his phone rang. “Something told me to pick up, and that call changed my life,” he recalls. That moment marked the beginning of a journey that would see him rise from a global strategic planner for PUMA in Westford to General Manager of PUMA LATAM, shaping the company’s success across one of its most dynamic regions.

Lessons in Leadership: Growth, Trust, and Agility

Starting in PUMA’s global strategy division, Carlos quickly became a key player, working closely with senior leadership and witnessing pivotal moments in the company’s evolution. Reflecting on his journey, Carlos credits much of his success to the ability to observe, absorb, and apply lessons from seasoned leaders. “Being a fly on the wall in senior meetings taught me to listen and learn,” he shares. “I had the chance to be present where senior leaders make critical decisions. Just observing these moments teaches you more than you realize.”

This perspective has shaped his leadership philosophy—one that prioritizes empowering teams, fostering innovation, and staying agile. “PUMA’s culture of agility and innovation has been instrumental in my personal and professional growth,” he adds.

One pivotal moment stands out. “I remember being in the room when the Mostro sneaker was introduced. It was subject to approval, and everyone was very skeptical. But Martin Gansler, PUMA’s Vice Chairman of the Board at the time, said, ‘I think we should go forward with this.’ I was just sitting there, witnessing this pivotal decision and the rest is history.”

Building PUMA LATAM: People First

Carlos’s first priority after being appointed as Managing Director of PUMA LATAM was assembling the right team. “The most important step I took was setting up the right people in the right positions—with the support of Catalina Peña, our P&O partner at that time.”

Talent development throughout is one of his biggest focus areas:

“Our senior leaders stay with us for over a decade, moving across countries and gaining deep insights into each market. That knowledge is our greatest asset.”
By fostering a culture of trust and autonomy, Carlos ensures that local teams have the authority to make informed decisions that drive success. “We are very intentional about developing leaders who we can trust to make the right calls,” he explains.

Navigating LATAM’s Unique Market Challenges

Latin America is a region of opportunity—but also complexity. Carlos identifies economic shifts, evolving consumer behavior, and intense competition as ongoing challenges. “People often see LATAM as one big market because we speak Latin languages, but every country has its own identity and complexities,” he notes. “Understanding these nuances is crucial for success.”

However, he sees these complexities as a competitive advantage. “The more complex the region gets, the better we are at navigating it. We have the people, the knowledge, and the agility to make the right moves at the right time.”

When Passion Meets Career: Lessons in Growth from Carlos Laje

How has Carlos Laje changed over the last 25 years? “I always thought that a job was something you did to make a living, not necessarily something you loved. I never thought that my job and my passions could coexist,” he reflects.

“I was a national volleyball champion in Argentina. I was also a professional musician. At the time, I never imagined that these experiences would contribute to my professional growth. It never occurred to me that I could work in the sports industry. But at PUMA I found a place where my passions contribute to my career.”

For young professionals, his advice is simple but powerful: “Be a fly on the wall. Show up, listen, learn—and when the time comes, step up.” He encourages long-term thinking: “Don’t chase short-term wins. Let your inner curiosity guide you toward growth that lasts.”

Looking Ahead: The Future of PUMA LATAM

With PUMA in its “reach” phase—focused on reaching as many individuals as possible and expanding brand awareness—Carlos is optimistic about the future. “We’re investing in infrastructure, new warehouse operations, and e-commerce capabilities to bring PUMA closer to more people.”

His vision is clear: “We want three out of four people in Latin America to mention PUMA as one of their favorite brands.”

As PUMA LATAM continues to grow, Carlos remains committed to his team, his strategy, and the lessons that got him here. “We have a big responsibility, but with the right team, knowledge, and strategy, I’m confident we will continue to thrive.”

Congratulations, Carlos, on 25 years at PUMA—and to many more success stories in LATAM!