Puma has tapped Arthur Hoeld, who held a range of leadership positions at Adidas for more than a quarter century, as its new CEO and Chairman of the Management Board of Puma SE, effective July 1, 2025. Current CEO Arne Freundt will step down on April 11 after 14 years with the sneaker company due to “differing views on strategy execution,” according to a company statement.
Hoeld, who joined Adidas in 1998, held roles there in marketing, brand strategy and management leadership of the Europe, Middle East and Africa regions. Hoeld also successfully transformed the brand’s “Originals” division to generate more than €7 billion ($7.63 billion).
“Puma is one of the most authentic brands in our industry with an incredibly strong legacy,” said Hoeld in a statement. “Their products, worn by the best athletes, created unforgettable moments. Sports authenticity and an exciting brand proposition will be our key focus in the future.”
Additionally, Puma has promoted Matthias Bäumer, VP of Puma’s Business Unit Teamsport, to Chief Commercial Officer of Puma SE, effective April 1, 2025. Bäumer, who has been with Puma since 2007, will oversee the brand’s sales subsidiaries as well as its global DTC and go-to-market organizations.
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