Puma’s New Boss Takes Helm Trailing Adidas and a Recovering Nike

For more than two years, Puma SE’s top brass spoke of “elevating” the German brand and making its sneakers and apparel more aspirational. Since arriving last month, Chief Executive Officer Arthur Hoeld has delivered a fairly blunt verdict: Puma, if anything, is now perceived as cheap.

​For more than two years, Puma SE’s top brass spoke of “elevating” the German brand and making its sneakers and apparel more aspirational. Since arriving last month, Chief Executive Officer Arthur Hoeld has delivered a fairly blunt verdict: Puma, if anything, is now perceived as cheap.