Puma, the German sportswear giant, has appointed Arthur Hoeld as chief executive (CEO) and chair of its management board to take over from outgoing Arne Freundt.
The German heavyweight said Freundt had left his role “due to differing views on strategy execution.”
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He is stepping down on April 11 after two-and-a-half years as CEO (taking up the role in late 2022), with Hoeld – formerly a senior executive at the major rival Adidas – taking over on July 1.
Hoeld first joined Adidas in 1998 and most recently was the executive board member responsible for global sales, until October last year.
Elsewhere, Matthias Baumer, vice president of the Puma transport business unit, has been appointed as chief commercial officer, with that change having come into effect on April 1.
From July 1, the Puma management board will consist of Hoeld, Markus Neubrand (chief financial officer), Maria Valdes (chief product officer), and Baumer.
Hoeld said: “I am incredibly excited to join the Puma family as their new CEO. Puma is one of the most authentic brands in our industry with an incredibly strong legacy. 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.”
Heloise Temple-Boyer, chair of the Puma supervisory board, added: “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.”
Freundt, who in total has been at Puma since mid-2011, also commented: “I am confident in Puma's future prospects and will cheer for the best team in the industry moving forward. I would like to thank the supervisory board and all employees for their trust and support over the past years.”
In terms of recent Puma activity, mid-March saw the brand agree on a new technical partnership with Brazilian top-tier soccer side Bahia.
That deal will see Puma provide all kits, sports apparel, and relevant sporting goods to Bahia for at least the remainder of the current 2025 season.
Last month, Puma warned that its sales this year would likely be weaker than 2024’s numbers.
