PUMA SE has announced significant leadership changes, appointing Arthur Hoeld, former global sales chief at Adidas, as its new CEO and Chairman of the Management Board, effective July 1, 2025. This move follows the decision by current CEO Arne Freundt to step down on April 11, 2025, due to differing views on strategy execution with the Supervisory Board.

Key Leadership Changes

• Arthur Hoeld: With over 26 years of experience in the sports industry, Hoeld is known for his strong commercial expertise. During his tenure at Adidas, he successfully transformed the “Originals” division, driving it to over €7 billion in sales. Hoeld expressed his excitement about joining PUMA, highlighting the brand’s authenticity and legacy in sports.
• Matthias Bäumer: PUMA has also appointed Matthias Bäumer as Chief Commercial Officer, effective April 1, 2025. Bäumer, who has been with PUMA since 2007, will oversee sales subsidiaries and global Direct-to-Consumer operations.

During the transition period from April 12 to July 1, 2025, the Management Board will consist of Maria Valdes (Chief Product Officer), Markus Neubrand (Chief Financial Officer), and Matthias Bäumer (Chief Commercial Officer). They have the full trust of the Supervisory Board to lead the company during this phase.

PUMA has faced challenges in recent years, including slumping sales and profitability, exacerbated by high U.S. tariffs. The appointment of Hoeld is seen as a strategic move to revitalize the brand and drive growth. His experience in transforming Adidas’ “Originals” division suggests that he may focus on enhancing PUMA’s product and brand proposition to regain market share.

The appointment of Arthur Hoeld as CEO and Matthias Bäumer as Chief Commercial Officer marks a significant shift in PUMA’s leadership. With their combined expertise, PUMA aims to navigate current challenges and embark on a new chapter of growth and innovation.

Key Highlights:

• PUMA appoints Arthur Hoeld, former Adidas global sales chief, as CEO effective July 1, 2025.
• Arne Freundt steps down as CEO on April 11, 2025, due to strategic differences.
• Matthias Bäumer is appointed Chief Commercial Officer, effective April 1, 2025.
• Hoeld aims to focus on product and brand authenticity to drive growth.