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Struggling Puma names former Adidas sales chief as CEO

PUMA SE named Arthur Hoeld as CEO, effective July 1, 2025, succeeding Arne Freundt.
Differing views on strategy execution led to Arne Freundt's departure from the company.
Arthur Hoeld, age 55, previously held leadership roles at Adidas for 26 years, including global sales.
Hoeld stated, "I am incredibly excited to join the PUMA family as their new CEO."
PUMA expects Hoeld to drive a renewed focus on brand strength and lead the company into a new chapter.

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NRC Handelsblad

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Arthur Hoeld, dressed from head to toe in Puma gear

Arthur Hoeld, sales boss behind successful Adidas shoe, is making a spicy move to competitor Puma. It will be the first time in a long time…

1 day ago·Netherlands

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retaildive.com

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Puma taps 26-year Adidas veteran Arthur Hoeld as CEO

Arne Freundt is leaving the activewear brand just two and a half years after taking on the top role due to “differing views on strategy execution.”

2 days ago

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RTÉ

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Struggling Puma names former Adidas sales chief as CEO

Sportswear brand Puma said that former Adidas sales chief Arthur Hoeld would take over as CEO, replacing Arne Freundt due to what the company called "differing views on strategy execution".

2 days ago·Ireland

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RetailWit

Puma taps 26-year Adidas veteran Arthur Hoeld as CEO – RetailWit

Arne Freundt is leaving the activewear brand just two and a half years after taking on the top role due to “differing views on strategy execution.”

1 day ago

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Apparel Resources

Puma names Arthur Hoeld as new CEO replacing Arne Freundt

German sportswear giant, Puma SE, has announced the appointment of a new CEO as Arne Freundt will step down from his position on 11th April 2025. Freundt’s departure was made after a mutual agreement with the Supervisory Board due to differing strategic views. Freundt has been associated with Puma for 14 years and assumed the […] The post Puma names Arthur Hoeld as new CEO replacing Arne Freundt appeared first on Apparel Resources.

2 days ago

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Revista Merca2.0

From Adidas to Puma: the architect of "Originals" is new CEO of the German brand

Arthur Hoeld, CEO of Puma. Image: Puma website. Puma appointed Arthur Hoeld, a former executive of Adidas, as his new CEO from July. Arne Freundt will leave his post due to differences in the implementation of the German brand strategy. Hoeld has experience in areas such as marketing, brand strategy and management of the regions of Europe, the Middle East and Africa. Puma announced a change in his leadership: Arthur Hoeld is the new executive di…

2 days ago

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