Adele Goh is an accomplished, Red Dot Design Award-winning leader with over two decades of experience at the intersection of fashion, sportswear, and technical innovation. Her career is defined by a rare versatility, successfully driving design excellence across a broad spectrum—from high-performance technical gear to premium lifestyle collections.
A proven commercial strategist, Adele excels at bridging the gap between the creative process and tangible business results. She possesses a unique ability to translate complex consumer insights and brand vision into products that resonate in the global marketplace.
Beyond the product, she is a transformational leader and a recognized expert in 3D digital adoption. Having spearheaded the integration of digital tools across global corporate channels, Adele understands how to navigate the technical and cultural shifts required to build a future-ready organization.
Whether she is mentoring diverse global teams or refining the intricate DNA of a brand, her approach remains rooted in the integrity of the process and a commitment to intentional, purposeful design.
KEY EXPERTISE
1_Strategic Design Leadership
Creative Direction / Design Innovation / Red Dot Design Award / Sustainability
Award winning creative innovator, lead with a focus on product innovation, integrity and aesthetic excellence.
2_ Commercial Product Strategist
Development / Sourcing / Global market expertise - Retail & Wholesale / Licensing & Collaborations
Bridging the gap between creative vision and business growth by translating consumer insights and market data into commercially successful product roadmaps. 5 years tenure on the PUMA SEA Advisory Board.
3D & Digital Transformation
End-to-end digital product creation / workflow optimization
Expert in end-to-end integration of 3D digital tools to streamline development accelerate speed-to-market, reduce waste and enhance consumer facing platforms.
4_Operational Excellence
Global design operations / Cross functional leadership
Skilled in optimizing global design workflows, managing diverse cross-functional teams, and fostering a culture of creative excellence
EXPERIENCE
Strategic Leadership & Advisory | 2018 – 2025
PUMA Group
Design Director / Head of Design (Sportstyle)
Advisory Board Member (SEA)
Digital Transformation Lead
Global Management & Technical Craft | 2009 – 2017
PUMA Group
Teamhead Design Women & Kids
Teamhead Design Motorsport
Senior Designer Motorsport
The Foundations | 2006 – 2008
Esprit & Laura Ashley
Some of the Brands Adele has worked with
