Arne Freundt’s tenure as CEO of Puma, beginning in November 2022 and ending in April 2025, reflected both the mounting pressures of the modern sportswear industry and the ongoing ambition of one of its oldest brands. With over fourteen years of experience at Puma in pivotal commercial and strategy roles, Freundt’s appointment was seen as a move to ensure continuity, accelerate digital transformation, and build on the brand’s “Forever Faster” ethos—even amid headwinds that ultimately led to his early departure.
Career and Background
A German native with an international education from HHL Leipzig Graduate School of Management, University of Sydney, and EBS Universität, Freundt joined Puma in 2011 as Senior Project Manager for Corporate Strategy. His career path ascended rapidly—he led global retail strategy, became Managing Director for EMEA, then Chief Commercial Officer, before rising to the top job in 2022. Freundt worked closely with predecessor Bjørn Gulden, helping implement key turnarounds and digital transformations.
Strategic Vision and Achievements
Under Freundt, Puma tackled a series of bold objectives, including reinventing its global supply chain during a period of inflation, supply shocks, and shifting consumer demand. His priorities extended across:
- Sustaining Growth: Despite tough competition from Nike, Adidas, and challenger brands, Puma recorded revenue growth, with net sales exceeding €8.6 billion in 2024. During Freundt’s tenure, NXT LVL (Next Level) programs were initiated, including a cost efficiency plan projected to generate an extra €25 million in EBIT for 2025.
- Brand and Product Innovation: Puma signed global contracts (like the English Premier League in 2025), expanded its fashion-lifestyle and athleisure lines, and launched high-profile campaigns such as the “Go Wild” film tribute and a cross-category partnership with HYROX.
- Sustainability and Corporate Social Responsibility: Freundt championed upcycling and material innovation, pushing for lower-carbon products and signing global pledges for gender equality in management.
Challenges and Leadership Change
Despite positive developments, Freundt struggled with profitability expectations, and Puma’s share price fell dramatically after 2025 earnings guidance failed to impress financial markets. The supervisory board and Freundt “mutually agreed” on his departure in April 2025 after “differing views on strategy execution”. Freundt took pride in the brand’s resilience and progress.
Transformation and Legacy
Freundt’s legacy includes strengthening the connections between product development and consumer trends, launching digital-first campaigns, and expanding Puma’s reach in both established and new markets. Under his guidance, Puma prepared over 30 new international store openings, secured sports and lifestyle endorsements—including Paris Olympics stars—and continued to invest in e-commerce and social media engagement
Milestones and Achievements
| Year | Milestone | Impact |
| 2011-2022 | Corporate Strategy to CCO | Helped drive digital, retail, and EMEA expansion |
| 2022 | Appointed CEO | Oversaw global cost-efficiency & supply chain transformation |
| 2023-2024 | NXT LVL and “Go Wild” launches | Raised global brand profile and sports partnerships |
| 2024 | €8.6B+ sales, EBIT margin improves | Maintained sales growth, prioritized cost controls |
| 2025 | Parted ways with Puma (April) | Strategic differences paved wthe ay for new leadership |
Looking Forward
Freundt’s departure is part of Puma’s ongoing evolution, as the brand continues to compete in a demanding landscape and seeks new growth under successor Arthur Hoeld. Freundt leaves behind a strategic foundation, operational resilience, and a legacy of innovation-driven brand building.
Freundt’s chapter at Puma underscores how agility and vision are essential to navigating the accelerating changes—and challenges—of global athletic branding.
