Career Biography

Peter Baehr studied law in Bonn, Sydney, and Shanghai. He started his career at one of the Big Four firms in Frankfurt am Main and worked for several years in Germany and across China and Asia as Head of the Asian Desk and Head of the M&A and Tax practice groups at a German multidisciplinary law firm.

He has been with PUMA SE since 2011, where he has served as General Counsel for Europe/EMEA since 2013. With a strong track record in M&A, outbound investments and restructurings, he has advised on all major transformations and corporate restructurings within the PUMA Group since joining the company. Most recently, he restructured PUMA’s business in Western Europe.

Peter has a deep understanding of the sporting goods industry and has been active on the Legal Committee of the WFSGI (World Federation of the Sporting Goods Industry) and at FESI (Federation of the European Sporting Goods Industry). He has also held the position of one of the Presidents of the BSI (Bundesverband der Deutschen Sportartikel Industrie e.V. / Federal Association of the German Sporting Goods Industry).

In addition, Peter is a member of the General Counsel Leadership Circle and serves on the Advisory Board of DIRUJ (Deutsches Institut für Rechtsabteilungen und Unternehmensjuristen / German Institute for Legal Departments and Corporate Counsel), as well as on the Advisory Boards of the BWD (Bundesverband der Wirtschaftskanzleien in Deutschland / Federal Association of Commercial Law Firms in Germany) and Business Law Magazine.

In a fast-changing global environment, Peter is convinced that positive relationships based on mutual trust and respect across diverse cultures and business environments must be established and continuously strengthened.