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Arthur Hoeld

Operator

Arthur Hoeld became CEO of Puma in 2024, taking the helm of one of the world's leading sportswear brands. Puma is a major advertiser and brand-marketing operator, investing heavily in athlete sponsorships, global campaigns, and partnerships across football, running, and lifestyle categories. Hoeld's leadership is focused on accelerating Puma's brand heat and commercial performance in a highly competitive market against rivals Nike and Adidas. Hoeld spent the bulk of his career at Adidas, where he held senior leadership roles across various markets and functions over more than two decades. His background is rooted in sales, brand management, and go-to-market strategy, giving him deep expertise in the sporting goods and consumer brand space. His appointment to Puma's top role marked a significant move within the industry, as he transitioned between two of the sport's biggest competing houses.

Last updated Oct 24, 2026 by ATDb automated enrichment · Connections updated Oct 24, 2026

Role
CEO
Company
Puma
Based
Herzogenaurach, Bavaria, Germany
Connections
1

AI-drafted from public sources1 source cited

Years in industry
25 years

Bio

Arthur Hoeld became CEO of Puma in 2024, taking the helm of one of the world's leading sportswear brands. Puma is a major advertiser and brand-marketing operator, investing heavily in athlete sponsorships, global campaigns, and partnerships across football, running, and lifestyle categories. Hoeld's leadership is focused on accelerating Puma's brand heat and commercial performance in a highly competitive market against rivals Nike and Adidas. Hoeld spent the bulk of his career at Adidas, where he held senior leadership roles across various markets and functions over more than two decades. His background is rooted in sales, brand management, and go-to-market strategy, giving him deep expertise in the sporting goods and consumer brand space. His appointment to Puma's top role marked a significant move within the industry, as he transitioned between two of the sport's biggest competing houses.

Career

Roles with a cited source. All linked roles are in the Roles tab.

Expertise & education

Expertise

Brand MarketingSportswear IndustryGlobal Go-to-Market StrategyAthlete SponsorshipConsumer Brand ManagementCommercial StrategyRetail Partnerships

Recognition

Notable achievements

  • Appointed CEO of Puma in 2024, leading one of the world's top three sportswear brands
  • Long tenure at Adidas in senior commercial and sales leadership roles
Connection details