Arthur Hoeld
Chief Executive Officer
2025 – Present
1 year (current)
Key Decisions & Impact
Hoeld spent more than 26 years at Adidas, joining in 1998 and holding roles including General Manager of the Originals division, Senior Vice President of Brand Strategy and Business Development, Managing Director for Europe, and Chief Sales Officer, sitting on Adidas's Executive Board until October 2024. He became Puma's CEO effective July 1, 2025, following an interim period led jointly by Puma's CFO, CPO, and CCO after predecessor Arne Freundt's departure.
Legacy
Hoeld inherited a company in the midst of a 'reset,' with Q1 2026 net sales down 1% on a currency-adjusted basis but operating profit up 19.6% as improved inventory management drove better margins despite soft demand, particularly in EMEA. His hiring from Adidas, Puma's direct historical rival founded by his new employer's founder's own brother, is a striking example of how thoroughly the modern sportswear industry has moved past the personal family rivalry that originally created the two companies. Puma leadership transitions have drawn unusually close industry scrutiny given the companys direct rivalry with Adidas and the shared executive talent pool between the two companies.