Arne Freundt Steps Down, Arthur Hoeld Takes Helm of Puma

In a significant move, Puma SE has announced that CEO Arne Freundt will be stepping down from his role, marking the end of an era for the German sportswear giant. Freundt's departure, effective April 11, 2025, comes after a mutual agreement with the Supervisory Board, reflecting differing views on how to drive the company forward. This decision marks a poignant moment for Freundt, who has dedicated 14 years of his career to Puma, including his tenure as CEO since November 2022.

Freundt's time at Puma has been a journey of growth and transformation. He took over as CEO after Bjørn Gulden left to join rival Adidas. Despite the challenges Puma faced in regaining its footing in a fiercely competitive market, Freundt remained committed to the brand's vision. His dedication and passion for Puma are evident in his heartfelt farewell message: "It was a privilege to lead this amazing company... I am confident in Puma’s future prospects."

As Puma looks to the future, it has appointed Arthur Hoeld as its new CEO and Chairman of the Management Board, effective July 1, 2025. Hoeld brings a wealth of experience from his time at Adidas, where he played a pivotal role in transforming the Originals division into a €7 billion powerhouse. His journey at Adidas spanned over two decades, with roles that included marketing, brand strategy, and regional management for Europe, the Middle East, and Africa. Most recently, he served as Adidas’s Chief Sales Officer until October 2024.

Hoeld's enthusiasm for joining Puma is palpable: "I am incredibly excited to join the Puma family as their new CEO... Sports authenticity and an exciting brand proposition will be our key focus in the future." His appointment signals a fresh chapter for Puma, one that promises to blend innovation with tradition.

Between Freundt's departure and Hoeld's arrival, Puma will be guided by its remaining Executive Board members: Maria Valdes (Chief Product Officer), Markus Neubrand (Chief Financial Officer), and Matthias Bäumer (Chief Commercial Officer). Bäumer, who was recently promoted from Vice President of Teamsport, brings valuable insights from Puma’s fastest-growing business unit. This leadership change highlights the ongoing rivalry between Adidas and Puma—two companies rooted in Herzogenaurach, Germany—and reflects the dynamic talent exchange between them. With Hoeld at the helm, Puma aims to revitalize its business and strengthen its position in the global sportswear market.

Both leaders have dedicated their careers to the sportswear industry, driven by a passion for innovation and a commitment to excellence. Their stories remind us that behind every corporate decision, there are individuals with dreams, ambitions, and a shared vision for success. In this new chapter for Puma, Hoeld's appointment signals a renewed focus on authenticity and brand excitement.