Puma has roped in Arthur Hoeld for the role of chief executive officer (CEO). Hoeld has spent over 26 successful years with Adidas, where he is presently serving as chief sales officer.
Hoeld who has worked as a trainee with BP Chemicals way back in 1995, was also associated with Bartle Bogle Hegarty London as account manager from 1996 to 1998.
His long association with Adidas began as an advertising manager, Europe, in 1998. Soon he moved up to the role of global advertising manager in May 2000. Less than three years later, he was heading global communications for Adidas. He was elevated to VP, brand marketing, MEA in 2006. A year later he was elevated to VP-marketing, Sports Style Global. By 2010, he had become general manager, Adidas Originals. Two more promotions later, he took on the role of managing director, Europe, in July of 2018. Over two years into this role, he was promoted to managing director, EMEA. Since April of 2023, he has been serving as chief sales officer (CSO), working out of Bayern, Deutschland.
Hoeld will take over from Arne Freundt, CEO, Puma, who is exiting the company on 30 April 2025 after almost 14 years with the sports brand. In his social-media post, Freundt states, “With our exciting new brand direction and a promising product pipeline, I am confident in PUMA’s future prospects. I am happy to hand over the batons to my trusted fellow Management Board Members until Arthur Hoeld arrives as new CEO on 1 Julyt. I sincerely wish him and our entire PUMA family all the best and great success in the future.”
After a six-year long stint with Siemens Advanta Consulting, as senior project manager, Freundt had joined Puma as global director strategy, in 2011. He was elevated to global director, retail and e-commerce by 2015. Four years into this role, he was promoted to general manager, MEA. Another promotion in 2021 had put him in the chair of chief commercial officer (CCO). Since November 2022, he has been serving as CEO.