Puma Company CEO Transition in Progress

Puma's CEO transition is a significant development in the company's history.

Franz Koch, the current CEO, will be stepping down from his position.

Franz Koch has been instrumental in shaping Puma's future and driving the company's growth.

Under his leadership, Puma has expanded its global presence and strengthened its brand portfolio.

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Puma has tapped Arthur Hoeld, a former Adidas executive, as its new CEO and Chairman of the Management Board of Puma SE, effective July 1, 2025.

Hoeld held a range of leadership positions at Adidas for over 25 years, including roles in marketing, brand strategy, and management leadership of the Europe, Middle East, and Africa regions.

He successfully transformed Adidas's "Originals" division to generate over €7 billion ($7.63 billion).

Puma's current CEO, Arne Freundt, will step down on April 11 after 14 years with the company due to differing views on strategy execution.

The new CEO, Hoeld, expressed his excitement about joining Puma, stating that it's one of the most authentic brands in the industry with a strong legacy.

In addition to the new CEO, Puma has also promoted Matthias Bäumer, VP of Puma's Business Unit Teamsport, to Chief Commercial Officer of Puma SE, effective April 1, 2025.

Bäumer will oversee the brand's sales subsidiaries as well as its global DTC and go-to-market organizations.

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Puma has appointed Arthur Hoeld as its new CEO and Chairman of the Management Board of Puma SE, effective July 1, 2025.

Hoeld comes from a long background at Adidas, where he held various leadership positions for over 25 years.

He successfully transformed Adidas's "Originals" division, generating over €7 billion in revenue.

Puma's current CEO, Arne Freundt, will step down on April 11 after 14 years with the company due to differing views on strategy execution.

Freundt's departure comes at a challenging time for Puma, which has struggled to boost sales and profitability for over a year.

The company has largely missed out on the retro trainer boom that has fueled growth at rival Adidas.

Puma's shares are down by more than 50% over the past year, compared to a 3% fall in Adidas' stock.

Matthias Bäumer, VP of Puma's Business Unit Teamsport, has been promoted to Chief Commercial Officer of Puma SE, effective April 1, 2025.

In the interim, Puma's management board will consist of Chief Product Officer Maria Valdes, CFO Markus Neubrand, and newly appointed CCO Matthias Bäumer.

The executive change comes at a time when Puma is seeking to revive its fortunes while grappling with the impact of U.S. President Trump's tariffs.

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