Matthias Bäumer, vice-president of the Puma Teamsport commercial unit, was appointed commercial director of Puma SE, as of April 1, 2025.
From April 12 to July 1, 2025, the Board of Directors will be composed of Maria Valdes (Product Manager), Markus Neubrand (Financial Director) and Matthias Bäumer (Commercial Director). They have all the confidence of the supervisory board to direct the company together in this transition phase.
Arthur Hoeld (55) was a member of the Adidas Board of Directors responsible for world sales until October 2024. A real sports fanatic, former handball player and athletics athlete, he joined Adidas in 1998 and held various management positions within the Sports Company, including roles in marketing, brand strategy and the Directorate of Europe, Middle East and Africa. Arthur also managed to transform the “original” division of Adidas to generate more than 7 billion euros in sales.
“I am incredibly impatient to join the Puma family as a new CEO. Puma is one of the most authentic brands in our industry with an incredibly strong heritage. Their products worn by the best athletes created unforgettable moments. Sports Authenticity and an exciting brand proposal will be our key goal in the future, “said Arthur Hoeld.
Héloïse Temple-Boyer, President of the Puma SE Supervision Council, said: “We are happy to appoint Arthur Hoeld, an expert in the sports industry with a track record and a strong commercial expertise built in the last 26 years, as a new CEO of Puma. We are convinced that thanks to its strategic vision and its concentration on the product.
I would also like to thank Arne Freundt on behalf of the entire supervisory board for all his achievements in Puma and commitment and dedication over 14 years. We wish him all the best for his future efforts. »»
Arne Freundt said: “It was a privilege to direct this incredible company with its emblematic brand and its large employees and I am proud of the achievements made together. I am confident in the future prospects of Puma and I will juro the best team in the industry in recent years. ”
In his new role of the commercial director of Puma, Matthias Bäumer (59 years old) will supervise the company’s sales subsidiaries, its global direct and unmissable consumption market organizations. Matthias has been with Puma since 2007 and recently worked as Vice-President of Teamsport from the Puma World Commercial Unit. Until 2020, he was Managing Director of Central Europe, the important internal market of Puma. His successor as Vice-President Teamsport will be announced shortly.
“We are pleased to announce Matthias as a new member of the Puma Management Council,” said Héloïse Temple-Boyer. “Given his experience of mature leadership and his deeply anchored knowledge of the sports industry, we are completely convinced that he will accelerate Puma’s growth momentum to strengthen its global activities.”
“I am deeply honored to help lead the next chapter of sustainable growth of Puma,” said Matthias Bäumer. “I am also incredibly excited to embark on the incredible Puma family that I have known so well for almost two decades on new initiatives that will still accelerate our momentum.”
As of July 1, 2025, the Puma management board will be made up of Arthur Hoeld (CEO), Markus Neubrand (financial director), Maria Valdes (Product Manager) and Matthias Bäumer (Commercial Director).
