The Herzogenaurach sporting goods provider Puma announces change at the business top: From July 1, 2025, Arthur Hoeld will be responsible for the company as the new CEO and CEO of PUMA SE. The previous CEO Arne Freundt had agreed with the Supervisory Board to withdraw from his position as CEO, on April 11, 2025, and to leave the company in various management positions after 14 years. The reason for this is “different opinions about the strategy implementation”.
Hoeld has worked in various management positions at Adidas since 1998, including in the areas of marketing, brand strategy and management of the regions of Europe, the Middle East and Africa. Hoeld also successfully redesigned Adidas’ “original” division and achieved sales of more than 7 billion euros. By October 2024, he was responsible for global sales as a board member of the sports company.
“I am incredibly happy to join the Puma family as a new CEO,” says Arthur Hoeld. “Puma is one of the most authentic brands in our industry with an incredibly strong legacy. Your products, which have been worn by the best athletes, have created unforgettable moments. Athletic authenticity and an exciting brand promise will be our main focus in the future.”
Héloïse Temple-Boyer, Chair of the Puma SE Supervisory Board, comments: “We are pleased with Arthur Hoeld with an expert in the sports industry with a proven track record and a strong commercial expertise that he has built up in the past 26 years to appoint Puma. Thanks to his strategic vision and focus on the product and brand Puma will lead to a new chapter of strength and growth. “
At the same time, Temple-Boyer also says goodbye to the previous CEO Arne Freundt: “I would also like to thank Arne Freundt on behalf of the entire Supervisory Board for all his achievements at Puma and his commitment in the past 14 years. We wish him all the best for his future tasks.”
“It was a privilege to lead this great company with its iconic brand and its great employees, and I am proud of what was achieved together,” says Arne Freundt. “I am confident about Puma’s future prospects and will cheer on the best team in the industry. I would like to thank the Supervisory Board and all employees for their trust and support in recent years.”
