PUMA makes waves by naming Arthur Hoeld, a seasoned adidas executive with 26 years of experience, as its new CEO, marking a new chapter in its global strategy.
The German sportswear giant has taken the industry by surprise with the announcement of its incoming CEO: Arthur Hoeld, who brings more than two decades of experience at rival brand adidas. The leadership transition follows the mutually agreed departure of Arne Freundt, who will step down on 11 April 2025 after 14 years in key roles at PUMA.
Hoeld will officially take the reins at PUMA on 1 July 2025, making the short move from adidas’ headquarters to PUMA’s own, both located in Herzogenaurach, the historic heartland of German sportswear.
His impressive career includes leading adidas’ European operations and, more recently, heading up its global sales. Between 2014 and 2016, he was at the helm of adidas Originals, launching iconic models like the ZX Flux and NMD, and successfully reviving the Stan Smith. He also oversaw major cultural collaborations with names such as Raf Simons, Pharrell, and Kanye West.
Héloïse Temple-Boyer, Chair of PUMA’s Supervisory Board, praised Hoeld as “a strategic thinker with a strong product and brand focus”, confident he will lead the company into a new era of growth.
