Struggling Puma names former Adidas sales chief as CEO

Puma taps 26-year Adidas veteran Arthur Hoeld as CEO

Arne Freundt is leaving the activewear brand just two and a half years after taking on the top role due to “differing views on strategy execution.”

Struggling Puma names former Adidas sales chief as CEO

Sportswear brand Puma said that former Adidas sales chief Arthur Hoeld would take over as CEO, replacing Arne Freundt due to what the company called "differing views on strategy execution".

Arthur Hoeld, CEO of Puma. Image: Puma website. Puma appointed Arthur Hoeld, a former executive of Adidas, as his new CEO from July. Arne Freundt will leave his post due to differences in the implementation of the German brand strategy. Hoeld has experience in areas such as marketing, brand strategy and management of the regions of Europe, the Middle East and Africa. Puma announced a change in his leadership: Arthur Hoeld is the new executive di…

Puma appoints Adidas CSO as its new CEO - RetailDetail EU

German sports fashion retailer Puma has appointed long-serving Adidas veteran Arthur Hoeld as its new CEO, succeeding Arne Freundt who is stepping down after a strategic disagreement with the supervisory board. Unexpected Freundt has only been at the helm since November 2022, succeeding Bjørn Gulden, who moved to competitor and arch-rival Adidas, but is now stepping down after a difference of opinion about the implementation of the company’s str…

Puma Has Appointed Arthur Hold As Its New CEO

German sports brand Puma SE has appointed Arthur Hoeld as Chief Executive Officer, effective July 1, 2025.

Herzogenaurach - Puma does not come to rest: CEO Arne Freundt leaves the Herzogenauracher Group. His successor will be Arthur Hoeld, who was a member of the board of the competitor Adidas until October 2024. This is how the sporting goods manufacturer continues.