Puma has announced a major leadership reshuffle, appointing longtime didas veteran Arthur Hoeld as Chairman and CEO, effective July 1. Hoeld joined adidas in 1998 and held key strategic marketing roles across Europe, Africa, and the Middle East. At the same time, Puma promoted internal heavyweight Matthias Bäumer to the newly created position of Chief Commercial Officer. Bäumer joined Puma in 2007 and led the Central Europe market for 13 years until 2020. These moves underscore Puma’s ambition to strengthen global operations and commercial performance.