Puma Shakes Things Up: Ex-Adidas Exec Arthur Hoeld Steps In as New CEO

After months of struggling to regain momentum, Puma brings in a former Adidas CEO to help turn things around.

Alright, sneakerheads and brand-watchers, this one’s interesting: Puma just made a major leadership switch, and it could mean big things for the future of the brand. After a rough year of slipping sales and missed goals, the German sportswear giant has officially replaced its CEO, Arne Freundt, with former Adidas sales chief Arthur Hoeld.

BOF breaks it down — because this move says a lot about where Puma is heading next.

Puma has struggled to boost sales and profitability for more than a year. (Puma)

A Quick Backstory: Why the Change?

So here’s the deal: Puma hasn’t been having the easiest time lately. Over the past year or so, they’ve been struggling to boost sales and improve profitability—especially compared to rivals like Nike and, yep, Adidas.

The company said the decision to switch CEOs came down to "differing views on strategy execution." In other words, Puma’s board and Arne Freundt didn’t see eye-to-eye on how to fix things.

Freundt had been CEO for about a year and a half, and during that time, Puma was trying to find its footing again—literally and figuratively. But apparently, that recovery wasn’t happening fast enough, and leadership decided it was time to bring in some fresh perspective.

Enter: Arthur Hoeld, the Adidas Vet

So who’s the new guy? Arthur Hoeld isn’t some random outsider — he’s been a big player at Adidas, where he most recently served as head of global sales. He’s known for being super strategic and has been a part of Adidas' major growth moments in the past decade.

Hoeld has been with Adidas for over 25 years and worked on everything from lifestyle launches to athlete partnerships. He knows the game. Now, Puma’s betting he can bring that same energy and innovation to their side of the sportswear wars.

And honestly? It kind of makes sense. Adidas and Puma were founded by two brothers (seriously, it's a whole thing), and even though the rivalry has been long and fierce, Puma clearly sees value in learning from its older sibling’s playbook.

What Went Wrong at Puma?

If you’re wondering why Puma’s been struggling, here’s a quick breakdown:

• Sales have been flat or declining, especially in key markets like the U.S. and China.

• They’ve had supply chain issues, which delayed product drops and affected inventory.

• Competition is fierce. Nike and Adidas have stronger brand visibility and deeper roots with both athletes and influencers.

• Their marketing hasn’t been hitting the way it used to. While Puma has tried collabs and celeb partnerships, they haven’t had a big culture moment lately.

In short: Puma hasn’t quite found its edge—and when that happens in the fashion-meets-performance world, customers move on fast.

So What Happens Now?

With Arthur Hoeld now running the show, all eyes will be on whether he can shake things up internally. That might mean:

• Rethinking global strategy to focus on Puma’s strongest regions or sports categories

• Doubling down on lifestyle + performance crossover products, which Adidas has done well with Yeezy (RIP) and Samba hype

• Revamping marketing and influencer partnerships to make the brand more culturally relevant again

• Streamlining retail and digital to improve the buying experience

It's not just about making better sneakers — it's about building a stronger brand identity in a crowded market.

Final Thoughts

This Puma CEO change is a big signal that the company isn’t just trying to ride out a tough patch — they’re trying to reinvent how they compete. Bringing in someone with deep Adidas roots is a bold (and kind of ironic) move, but maybe it’s exactly what Puma needs.

At the end of the day, in the sneaker world, who’s leading the team matters just as much as who’s wearing the shoes. And right now, Puma is hoping Arthur Hoeld can bring his winning game to the table.

What do you think — can a former Adidas exec really breathe new life into Puma? Or is this just another leadership shuffle with no real impact? Drop your thoughts in the comments — especially if you’ve ever picked Puma over the other guys.