Leadership Change: Puma Appointed Former Adidas Sales Chief As CEO

Puma, the German sportswear brand, on Thursday appointed a new CEO in a bid to turn around its struggling business. The company has named Arthur Hoeld, a former sales chief of Adidas, as its new CEO, replacing Arne Freundt due to what the company called "differing views on strategy execution."

Puma, a brand well-known for its legacy, has been facing challenges in boosting its sales and profitability for over a year now.

In light of the CEO transition, PUMA has appointed Matthias Bäumer as the new Chief Commercial Officer, starting April 1, 2025. Currently serving as Vice President of PUMA's Business Unit Teamsport, Bäumer will step into this vital role, where he will oversee the company's sales subsidiaries and global market operations.

From April 12 until Hoeld officially takes the reins in July 2025, the management team will consist of Bäumer, along with Maria Valdes (Chief Product Officer) and Markus Neubrand (Chief Financial Officer), who will guide PUMA during this interim period.

Commenting on the appointment, Hoeld said, "I am incredibly excited to join the PUMA family as their new CEO."

About Arthur Hoeld

Arthur Hoeld brings over 26 years of experience in the sports industry, having previously served as a member of the Executive Board at Adidas, where he led Global Sales until October 2024. Renowned for his impact in transforming the Adidas "Originals" division, he played a pivotal role in driving its sales to exceed 7 billion Euros. Additionally, Hoeld is a former handball player and track and field athlete, and he is eager to leverage his expertise at Puma.