Puma has  hired Arne Freundt after  its CEO Bjorn Gulden relinquished the post to head rival Adidas, Reuters reported.

According to an official statement of the global sportswear company, Arne is receiving the contract for four years, effective from January 1 of 2023.  Gulden’s mandate as member of the Management Board of PUMA SE expires at the end of 2022.

Commenting on the new appointment, Héloïse Temple-Boyer, Chair of the Supervisory Board of Puma  said, “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.”

Arne has worked for the firm for more than ten years and has been a member of the Management Board as Chief Commercial Officer since June 2021. 

At Puma, he has held various positions and was responsible for framing  corporate strategy, taking care of the Global Direct-to-Consumer business and the Region EMEA as a General Manager.   Gulden said, “I have had 9 great years with the PUMA family, and I am very proud of what we have achieved together… The Board has been very supportive also in difficult times and always with a long-term view looking at what will be the best for the company and our people.” 

He further added, “I felt it was the right time for PUMA, my successor and me to leave now. I still have a lot of energy and want to at least continue 5-10 more years in an operational role, which I think would have been too long for PUMA. Arne has been working directly with me for 9 years, has always been part of setting the strategy and making big decisions and has made a big contribution to Puma’s success. He knows my strengths and weaknesses and I am sure he will do an even better job than me.”

Both Adidas and Puma trace their roots to 20th-century Germany. Brothers Adi and Rudi Dassler, who went into business together in 1919, founded two firms. Later they became rivals after World War II to start separate companies.

Image source: Fashion United