Skechers names former Snipes CEO Dennis Schröder head of EMEA
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The gist
Skechers named former Snipes CEO Dennis Schröder as its head of EMEA, a role he says he began in early September.
The appointment ends confusion after Puma announced him for a Europe role he never took.
Background
Dennis Schröder is the former CEO of Snipes, a German streetwear retail chain owned by the Deichmann Group, and previously held roles at Nike in the Netherlands and Puma in Germany. Skechers is a US footwear provider and the world's third-largest footwear company, delisted in September 2025 after its acquisition by 3G Capital. The appointment resolves some confusion over Schröder's plans: Puma had announced him as its designated head of Europe in May, but he never took the post. Skechers is strengthening its EMEA structure ahead of opening its largest European logistics center in Belgium, scheduled to begin operations in 2028.
How it unfolded
- 2023Schröder joined Snipes as general manager EMEA, based in Germany.
- 2024He became CEO of Snipes, part of the Deichmann Group.
- May 2025Puma introduced Schröder as its designated head of Europe, due to take over as managing director Europe in August.
- May 2026Puma put out a press release announcing Schröder as MD Europe, effective 17 August 2026.
- Aug 17, 2026The date Puma's announcement said the MD Europe role would take effect; Schröder never took the role.
- Early Sep 2026Schröder began working as general manager EMEA for Skechers, which he announced on LinkedIn.
- Oct 1, 2026Former Nike manager Fokko de Rooi took office as MD Europe at Puma.
- Oct 20, 2026Reports published that Skechers named Schröder as head of EMEA; the same day he and his wife Ellen Ziolo listed their Tarzana, Los Angeles house for $6 million.
- Oct 21, 2026Drapers reported the appointment, and SGI Europe reported Schröder confirmed the Skechers EMEA role.
Who’s saying what
- Official
- Schröder said he is responsible for 58 countries, more than 6,500 colleagues, over 1,000 stores, a fast-growing online business and two major logistics centres.
- Official
- Schröder said he intends to respect the foundations the business was built on, gain in-depth knowledge of European markets and capitalize on opportunities ahead, adding that the team must listen, build trust and act as a single team in EMEA.