PUMA has revealed a big leadership shakeup. The company announced that Arthur Hoeld will take over as its new CEO starting July 1, 2025. This change comes as current CEO Arne Freundt prepares to step down in April 2025 after 14 years at the company.
Arthur Hoeld is no stranger to the sportswear industry. He spent over two decades at Adidas, where he was most recently the Executive Board Member in charge of Global Sales.
During his time there, he helped grow the Adidas Originals division to over 7 billion euros in sales.
“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”
Arthur Hoeld, Incoming CEO, PUMA SE
Alongside Hoeld’s appointment, PUMA is also promoting one of its own. Matthias Bäumer, currently Vice President of the Teamsport unit.
He will handle global sales, direct-to-consumer operations, and market strategies. Matthias has been with PUMA since 2007 and has held several important roles, including General Manager of Central Europe.
“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”
Matthias Bäumer, Chief Commercial Officer, PUMA SE
From April 12 to July 1, 2025, the company will be run by a three-member board including Maria Valdes (Chief Product Officer), Markus Neubrand (Chief Financial Officer), and Matthias Bäumer (Chief Commercial Officer).
PUMA’s Supervisory Board believes these changes will help the company move forward with new energy and direction.
“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”
Héloïse Temple-Boyer, Chair of the Supervisory Board, PUMA SE
The Board also thanked Arne Freundt for his long service and dedication to the company.
“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”
Arne Freundt, Outgoing CEO, PUMA SE
Starting July 1, 2025, the new leadership team will consist of Arthur Hoeld (CEO), Markus Neubrand (CFO), Maria Valdes (CPO), and Matthias Bäumer (CCO).
