Ex-Adidas exec Arthur Hoeld named CEO of PUMA in leadership shake-up

Sports apparel giant PUMA SE announced a significant change in its leadership structure. The Supervisory Board has appointed Arthur Hoeld as the new Chairman of the Management Board and CEO, effective July 1, 2025. This appointment follows a mutual agreement between current CEO Arne Freundt and the Supervisory Board for Freundt to step down on April 11, 2025, citing differing views on the company's strategic execution. Freundt will depart PUMA after 14 years of service in various leading roles.

Adding to the executive changes, Matthias Bäumer, currently Vice President of PUMA’s Business Unit Teamsport, has been appointed as the new Chief Commercial Officer of PUMA SE, effective April 1, 2025.

During the interim period between April 12 and July 1, 2025, PUMA will be led by a Management Board comprising Maria Valdes (Chief Product Officer), Markus Neubrand (Chief Financial Officer), and Matthias Bäumer (Chief Commercial Officer). The Supervisory Board has expressed its full confidence in this team to guide the company through this transitional phase.

Arthur Hoeld  brings a wealth of experience from the sports industry, most recently serving as Executive Board member at Adidas, where he was responsible for Global Sales until October 2024. A former handball player and track and field athlete, Hoeld spent 26 years at Adidas, holding various leadership positions in marketing, brand strategy, and regional management for Europe, the Middle East, and Africa. Notably, he successfully transformed Adidas’ “Originals” division, significantly boosting its sales.

Expressing his enthusiasm for his new role, Arthur Hoeld stated, "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. 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."

Héloïse Temple-Boyer, Chair of the Supervisory Board of PUMA SE, commented on the appointment, saying, "We are pleased to appoint Arthur Hoeld, 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. We are convinced that thanks to his strategic vision and focus on Product and Brand, Arthur will lead PUMA into a new chapter of strength and growth."

Temple-Boyer also extended gratitude to the outgoing CEO, "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. We wish him all the best for his future endeavors."

Arne Freundt reflected on his tenure, stating, "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. 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."

In his new capacity as Chief Commercial Officer, Matthias Bäumer (59), who has been with PUMA since 2007, will oversee the company’s sales subsidiaries, global Direct-to-Consumer operations, and Go-To Market strategies. Prior to this appointment, Bäumer served as Vice President of PUMA’s rapidly expanding Global Business Unit Teamsport. He also held the position of General Manager for Central Europe, PUMA’s key home market, until 2020. PUMA has stated that his successor as Vice President Teamsport will be announced in the near future.

"We are pleased to announce Matthias as a new member of PUMA's Management Board," said Héloïse Temple-Boyer. "Given his mature leadership experience and his deeply anchored sports industry knowledge, we are totally convinced that he will accelerate PUMA's growth momentum to strengthen its global business."

Matthias Bäumer expressed his commitment to his new role, stating, "I am deeply honored to help driving PUMA’s next chapter of sustainable growth. I am also incredibly excited to embark with the amazing PUMA family I have known so well for almost two decades on new initiatives that will further accelerate our momentum."

The leadership changes signal a strategic shift for PUMA as it looks towards future growth and strengthening its position in the global sports market. The appointment of a seasoned industry veteran like Arthur Hoeld and the elevation of long-time PUMA executive Matthias Bäumer indicate a blend of fresh perspectives and deep institutional knowledge guiding the company forward.