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PUMA Announces CEO Change Amid Strategic Differences
Leadership Transition
German sportswear company PUMA SE has announced a leadership change due to differing views on strategy execution.
- Arne Freundt Steps Down: Freundt, who has been with the company for 14 years and CEO since November 2022, will step down on April 11, 2025.
- Arthur Hoeld Takes Over: Hoeld, formerly an executive board member at Adidas responsible for Global Sales, will assume the roles of Chairman and CEO effective July 1, 2025.
Interim Management Team
Between April 12 and June 30, 2025, the Management Board will consist of:
- Maria Valdes – Chief Product Officer
- Markus Neubrand – Chief Financial Officer
- Matthias Bäumer – Chief Commercial Officer (appointed effective April 1, 2025)
The Supervisory Board has expressed full confidence in this team to lead the company during the transition.
Business Challenges and Market Impact
- Tariff Pressure: PUMA, along with other sportswear retailers, has been affected by U.S. tariffs on key manufacturing hubs like Vietnam.
- Stock Market Reaction: Following the CEO change and tariff concerns, PUMA shares dropped by 10% on Thursday.
Arthur Hoeld’s Background and Vision
- Industry Experience: Hoeld has over 26 years in the sports industry, holding leadership roles at Adidas in marketing, brand strategy, and regional management.
- Adidas “Originals” Success: He played a key role in transforming Adidas’ “Originals” division, which generated over €7 billion in sales.
- Future Outlook: Hoeld expressed enthusiasm about joining PUMA, emphasizing the brand’s authenticity and legacy in sports.
“PUMA Announces CEO Change Amid Strategic Differences”