PUMA has announced leadership changes, appointing Arthur Hoeld as CEO and Chairman of the Management Board, effective July 1, 2025. Hoeld, who has over 26 years of experience in the sports industry, previously served at Adidas. His appointment follows the mutual decision for Arne Freundt, the current CEO, to step down on April 11, 2025, after 14 years at PUMA.
Additionally, Matthias Bäumer will become PUMA’s new Chief Commercial Officer on April 1, 2025. He is currently Vice President of PUMA’s Teamsport Business Unit. Bäumer, along with CFO Markus Neubrand and CPO Maria Valdes, will lead PUMA during the transition until Hoeld officially takes over.
The new PUMA Management Board from July 2025 will include Hoeld as CEO, Neubrand as CFO, Valdes as CPO, and Bäumer as CCO, aiming to drive growth and further strengthen the brand.