Puma's Chief Commercial Officer since June 2021, Freundt has worked for Puma for more than ten years, holding several roles throughout this period. He was responsible for the Corporate Strategy, the Global Direct-to-Consumer business and the Region EMEA as General Manager. His new contract has a four-year duration.

"In Arne Freundt, we have a recognized leader within the Company, taking over as CEO. He has been a designated candidate and is the ideal choice to continue Puma's very successful path and to further accelerate the Company's momentum. He carries the Puma family in his heart, and will ensure that Puma continues to be the best partner for Puma's retailers, suppliers, and athletes", stated Héloïse Temple-Boyer, Chair of the Supervisory Board of Puma.

Freundt will succeed Bjørn Gulden, who decided not to renew his contract, which expires at the end of the year. "I have had 9 great years with the PUMA family, and I am very proud of what we have achieved together. Even during difficult times, we have had great momentum and have delivered record results in revenue and in earnings. This has been achieved by outstanding teams, our special culture and a great Supervisory Board", he said. Gulden added that his successor worked directly with him, and "has always been part of setting the strategy and making big decisions and has made a big contribution to Puma's success".

Meanwhile, adidas has released a statement confirming that it is in talks with the outgoing CEO of Puma, as a potential successor to Kasper Rorsted, who will step down in 2023.