The German sportswear brand PUMA has announced the ex-adidas sales chief, Arthur Hoeld, as their new CEO replacing Arne Freundt.
After recently launching a cost saving plan following weaker 2024 financials, and now another ‘Grand National’ size hurdle in the form of tariffs on Vietnam & China, the German sportswear brand PUMA has also appointed a new CEO. Ex-adidas sales chief, Arthur Hoeld, will join the Herzogenaurach based brand in July 2025, following a ‘different view on strategy’ with current CEO Arne Freundt. With PUMA’s current share price at its lowest in 9 years, the big cat logo label needs a swift turnaround to regain its former glory. Economic headwinds, cost of living & now Trump’s tariffs (PUMA currently manufactures 28% of their products in China & 26% in Vietnam) haven’t made it easy for PUMA, as much as their classic gum soled silhouettes have made a come back in recent years. PUMA also recently re-launched the Speed Cat which captured the whole Y2K revival with Gen Z, as well as its original ‘Max Power’ wearers. Whilst the German sportswear brand has struggled to boost sales and profitability for more than a year, bringing in the 3 stripes veteran Arthur Hoeld aims to change things as soon as possible.
Hoeld was previously an executive board member for adidas who was responsible for Global Sales up until October last year. An ex-handball player & keen athlete, Hoeld joined adidas back in 1998, holding various leadership roles at the rival German sportswear brand from marketing to brand strategy. He was also heavily involved in the roll out of the Originals line, generating more than €7 billion 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 – New CEO PUMA
