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 . Freund t 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…
