Puma: Arthur Hoeld appointed chairman & CEO replacing Arne Freundt; Matthias Bäumer named CCO

Arthur Hoeld (GER) has been appointed chairman of the management board and CEO of Puma SE with effect from 01/07/2025, announced the German equipment manufacturer on 03/04/2025.

Hoeld worked for adidas between 1998 and 2024, where he held various positions in marketing, communications and "adidas Original" brand strategy, and was managing director of the group for the EMEA region. He was also responsible for global sales between 2023 and 2024.

Arthur Hoeld replaces Arne Freundt, who is leaving Puma due to "differing views on strategy execution" after 14 years in various management positions. "In agreement with the Supervisory Board, he will resign as member of the management board and CEO on 11/04/2025," said the group. Arne Freundt was promoted to CEO of Puma on 01/01/2023 and succeeded Bjørn Gulden, who became CEO of adidas.

Matthias Bäumer, vice president of Puma's Teamsport division, was appointed as the group's chief commercial officer since 01/04/2025. He has been with the Group since 2007.

• From 01/07/2025, Puma' Sector: Sports equipment manufacturer Founded: 1948 Main…