Freundt will begin a four-year contract with Puma from January 1, 2023, succeeding Bjørn Gulden, who has taken the role of the new CEO at Adidas.

“In Arne Freundt, we have a recognised leader within the company, taking over as CEO. He has been a designated candidate and is the ideal choice to continue Puma’s very successful path and to further accelerate the company’s momentum. He carries the Puma family in his heart and will ensure that Puma continues to be the best partner for Puma’s retailers, suppliers and athletes.” said Héloïse Temple-Boyer, Chair of the Supervisory Board. 

Freundt has worked for the brand for more than 10 years and has served as Chief Commercial Officer since June 2021.

He said: “I feel privileged to be given this opportunity by the Supervisory Board to lead this great company with its fantastic people and take Puma to the next level.”