PUMA Names Arthur Hoeld, 26-Year adidas Veteran, as New CEO
German sportswear giant PUMA has made a major announcement, revealing that Arthur Hoeld, a 26-year veteran of rival brand adidas, will be taking over as its new CEO. The move comes as PUMA parts ways with its current chief executive, Arne Freundt, after 14 years in various leadership positions.
According to PUMA, the decision to bring in Hoeld was made mutually and due to differing views on strategy execution. Freundt will officially step down on April 11, 2025, giving Hoeld plenty of time to prepare for his new role.
Hoeld will be making a short trip from adidas’ global campus to PUMA’s world headquarters, where he will begin his new role as Chairman of the Management Board and CEO on July 1, 2025. The two offices are only 2 kilometers apart, making for a leisurely stroll through the village roads of Herzogenaurach.
Hoeld’s most recent position at adidas was as head of global sales, a role he took on after the brand announced a $500 million deal with Kanye West in 2023. Prior to this, he was in charge of adidas’ business in Europe and later added the Middle East and Africa to his responsibilities. He also served as General Manager of adidas Originals, overseeing the launch of popular models like the ZX Flux and NMD, as well as collaborations with notable brands and figures such as Raf Simons, Palace, Pharrell Williams, and Kanye West.
Héloïse Temple-Boyer, Chair of the Supervisory Board at PUMA, expressed excitement about Hoeld’s appointment, stating that his expertise and strategic vision will lead the brand into a new chapter of growth.
PUMA’s decision to hire a member of its biggest competitor’s executive team is a bold move, but not uncommon in the industry. Former General Manager of YEEZY, Jim Anfuso, even commented on LinkedIn, saying “Puma just scored!!!!!” It will be interesting to see what Hoeld brings to the table in his new role. Stay tuned for more updates.
