Puma names adidas executive Arthur Hoeld as CEO as Freundt steps aside

3rd April 2025 19:39

(Alliance News) - Puma SE on Thursday said Chief Executive Arne Freundt is stepping down on April 11 due to differing views on strategy execution.

Freundt, who will leave the German sportswear company after 14 years in various leading positions, will be replaced by Arthur Hoeld.

Shares in Puma closed 11% lower at EUR20.29 in Frankfurt on Thursday.

Hoeld will take on the position of CEO from July 1, and also serve as chair of the management board, Puma said. He was previously an executive board member of adidas AG responsible for global sales until October.

A sports fanatic, ex-handball player and athlete, he joined Adidas in 1998 and held various leadership positions within the sports company, including roles in marketing, brand strategy, and management leadership of the Europe, Middle East and Africa regions.

"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," Hoeld said.

In addition, Puma named Matthias Baumer, vice president of Puma's business unit Teamsport, as chief commercial officer, effective last Tuesday.

By Jeremy Cutler, Alliance News reporter

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