Everything You Need to Know About the PUMA CEO Moves

Unexpectedly late last week, CEO Arne Freundt announced that he was exiting his role effective April 11. The Big Cat also announced his replacement, veteran Arthur Hoeld, who’ll take the reins on July 1. In the interim, PUMA’s supervisory board will oversee leadership duties.

‘It was a privilege to lead this amazing company with its iconic brand and great employees and I am proud of the achievements reached together,’ said Freundt. ‘I am confident in PUMA’s future prospects and will cheer for the best team in the industry moving forward. I would like to thank the Supervisory Board and all employees for their trust and support over the past years.’

‘This has been an amazing ride,’ Freundt said in a LinkedIn post announcing his resignation. ‘I believe the best is yet to come for PUMA.’ Despite continuing to champion The Big Cat, it was announced on April 3 that the split was due to ‘differing views on strategy execution’. Freundt was with PUMA for 14 years where he held various leadership positions. He started in 2011 as the Global Strategy Director, moving to Global Director Retail and eCommerce, General Manager EMEA and Chief Commercial Officer, after which he signed a four-year contract as CEO in January 2023.

‘I would also like to thank Arne Freundt on behalf of the entire Supervisory Board for all of his achievements at PUMA and commitment and dedication over 14 years,’ said Héloïse Temple-Boyer, chair of the supervisory board of PUMA in a press release. ‘We wish him all the best for his future endeavours.’

‘We are pleased to appoint Arthur Hoeld,’ Temple-Boyer added. ‘A sports industry expert with a proven track-record and strong commercial expertise built over the last 26 years, as the new CEO of PUMA.’

Hoeld will takeover from Freundt this July and is an adidas veteran of almost thirty years. He joined team trefoil in 1998 and has held various leadership positions, with the latest being Chief Sales Officer before he departed the sportswear giant in November last year. Described as a ‘true sports fanatic’, Hoeld is also credited as the individual who successfully transformed adidas Originals to generate more than 7 billion euros in sales.

‘I am incredibly excited to join the PUMA family as their new CEO,’ Hoeld said in a press release. ‘PUMA is one of the most authentic brands in our industry with an incredibly strong legacy. Their products worn by the best athletes created unforgettable moments. Sports authenticity and an exciting brand proposition will be our key focus in the future.’

On July 1 when Arthur Hoeld takes his position as CEO, the management board of PUMA will consist of Markus Neubrand (Chief Financial Officer), Maria Valdes (Chief Product Officer), and Matthias Bäumer (Chief Commercial Officer).

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