Companies

Former adidas executive Arthur Hoeld named new CEO of Puma

Apr 7, 2025 Germany

Arne Freundt, Puma’s current CEO, will leave the company due to differing views on strategy execution. Arthur Hoeld, former head of adidas Global Sales, will succeed Freundt at the helm of the company

Puma has announced that Arne Freundt and the Supervisory Board have mutually agreed that Arne will step down as CEO on the 11^thof April due to differing views on the execution of the company’s strategy, leaving the company after 14 years in various leadership positions. He will be succeeded by Arthur Hoeld, adidas Executive Board Member responsible for Global Sales until October 2024, effective from the 1^st of July.

“We are pleased to appoint Arthur Hoeld, a sports industry expert with a proven track record and strong commercial expertise built over the last 26 years, as the new CEO of Puma. We are convinced that thanks to his strategic vision and focus on Product and Brand, Arthur will lead Puma into a new chapter of strength and growth”, said Héloïse Temple-Boyer, Chair of the Supervisory Board.

Arthur Hoeld joined adidas in 1998 and has held a number of senior positions within the rival company, including roles in marketing, brand strategy and managing the Europe, Middle East and Africa region. He is credited with transforming adidas’ Originals division to generate more than 7 billion euros in sales.

Héloïse Temple-Boyer added: “I would also like to thank Arne Freundt on behalf of the entire Supervisory Board for all of his achievements at Puma and his commitment and dedication over 14 years. We wish him all the best for his future endeavors”.

“It was a privilege to lead this amazing company with its iconic brand and great employees and I am proud of the achievements reached together. I am confident in Puma’s future prospects and will cheer for the best team in the industry moving forward”, commented Arne Freundt.

Puma’s Supervisory Board has also appointed Matthias Bäumer, Vice President of the company’s Teamsport Business Unit, as Chief Commercial Officer, effective from the 1^stof April 2025.

Following these changes, from July, Puma’s Management Board will consist of Arthur Hoeld (CEO), Markus Neubrand (CFO), Maria Valdes (CPO) and Matthias Bäumer (CPO).

Image Credits: about.puma.com

Germany Companies Management Puma Sportswear