PUMA Names Adidas Exec as New CEO

Arthur Hoeld, veteran exec at Adidas, will helm Puma, the German activewear company, as CEO and Chairman of the Management Board starting July 1, 2025. According to Puma’s statement, current CEO Arne Freundt will be stepping down on April 11, after 14 years with the sneaker company due to “differing views on strategy execution.”

Hoeld, who joined Adidas in 1998, held multiple roles across marketing, branding and management in EMEA, and successfully transformed the brand’s “Originals” division to generate over USD 7.63 billion in sales. The meteoric rise of the Adidas Sambas and Gazelles is a testament to Hoeld and his team, and he is expected to give Puma a much-needed uplift.