Puma has appointed Arthur Hoeld, former head of global sales at Adidas, as its new CEO and chairman of the management board, signaling a new phase of growth for the German sportswear giant.
The leadership change comes as current CEO Arne Freundt steps down following a mutual agreement with the company’s supervisory board. Freundt will officially depart on 11 April 2025, ending a 14-year tenure that included several senior leadership roles. His exit reportedly stems from differing views on strategy execution.
Arthur Hoeld will assume the top role on 1 July 2025. With a career spanning more than two decades in the sportswear sector, Hoeld held multiple senior positions at Adidas, where he led marketing, strategy, and operations across EMEA. He is credited with revitalizing Adidas' “Originals” division, pushing sales beyond €7 billion.
Puma Supervisory Board chair Héloïse Temple-Boyer said: “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.”
“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 endeavours.”
In a related move, Puma has also named Matthias Bäumer as chief commercial officer, effective immediately. He will oversee global sales subsidiaries, direct-to-consumer initiatives, and go-to-market operations.
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