PUMA CEO Arthur Hoeld sat down with Sueddeutsche Zeitung for his very first interview since stepping into the role, sharing a clear and honest take on where PUMA is headed next. From sharpening the brand and putting sport back at the centre, to doubling down on key growth drivers like football, running, and training, Arthur makes one thing clear: PUMA is here to be bold, spark conversation, and reclaim its place among the top three global sports brands by daring to do what others don’t. Click through the slider for a selection of standout quotes from the interview👇 *Note: The original interview was conducted in German. Quotes have been translated into English.
A clear and ambitious vision from PUMA’s new leadership. It’s encouraging to see a strong focus on sharpening brand identity and bringing sport back to the center, especially with clear prioritization of core performance categories like football, running, and training. The emphasis on boldness and differentiation also signals a willingness to challenge the status quo in a highly competitive global sportswear market.
Dale McCabe
2w
Arthur Hoeld’s positioning is clearly about re-centering PUMA around core sport categories while sharpening brand identity to compete more directly at the top end of the global sportswear market. The focus on football, running, and training signals a return to performance-led strategy, where product credibility and sport relevance sit ahead of broader lifestyle expansion. The ambition to re-enter the top tier of global sports brands through differentiation rather than imitation suggests a more aggressive and defined competitive stance in the industry cycle.
What I find especially compelling in this direction is the idea that sport is not only about performance. The strongest sports brands create something much deeper: a sense of identity, self-expression, and belonging. What we wear — whether on the track, in the gym, or in everyday life — often reflects mindset, ambition, and the communities we connect with through sport. That is why brands like PUMA have the opportunity to shape culture, not just products. Re-centering sport while remaining bold enough to challenge conventions feels both authentic and strategically powerful. Wishing Arthur Hoeld and the PUMA team success in this new chapter.
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Yasser Hamdy
2w
Very inspiring insights, Arthur. I am passionate about IT, digital solutions, and business process improvement, with a strong interest in SAP technologies and modern enterprise systems. I admire companies that drive innovation through technology and teamwork, and I would be excited to contribute my technical skills, continuous learning mindset, and problem-solving abilities in such a dynamic international environment. Wishing PUMA continued success and innovation.
Tony Cooke
2w
Smart piece Arthur but don’t get too settled in that role-I may have an interesting one for you over here in Liverpool very shortly😉
All the best Arthur Hoeld and you are fully right being clear on the direction. being brand-driven and unexpected will for sure drive you and your teams to successful paths. All the best.
Arthur back to Brand Core !! Sport-centric approach - You know it. Go for it. Congrats!!
Read the full interview here: https://www.sueddeutsche.de/wirtschaft/puma-adidas-puma-chef-arthur-hoeld-marke-li.3478372?reduced=true