PUMA has appointed Arne Arens as its new Chief Commercial Officer (CCO) and a member of the company’s Management Board, effective November 15, 2026.
Arens will oversee PUMA’s global commercial organisation, marketplace strategy and multi-channel sales operations across wholesale, direct-to-consumer (DTC) and digital platforms.
The appointment is part of PUMA’s broader strategy to strengthen its commercial operations, optimise its channel mix and accelerate its ambition to become one of the world’s top three sports brands.
Arens brings 25 years of commercial experience
Arens joins PUMA with more than 25 years of executive experience across the sporting goods, outdoor and retail sectors.
Before joining PUMA, he served as CEO of automated 3D-weaving technology company Unspun. He previously held senior leadership positions including CEO of Boardriders and Global Brand President of The North Face at VF Corporation.
His career also includes sales and account management roles at Nike.
PUMA CEO Arthur Hoeld highlighted Arens’ combination of commercial expertise, consumer insight and brand leadership.
“Arne’s unique skillset combines commercial expertise, consumer insights and brand leadership,” Hoeld said.
“He has a proven track record in building brands and working with wholesale partners to drive commercial execution, while staying on top of what consumers expect.”
Arens said PUMA’s global distribution network provides significant opportunities for further commercial growth.
“PUMA holds a unique position in the sporting goods industry and has a tremendous opportunity in the global market,” Arens said. “I look forward to working with our teams and retail partners to unlock these opportunities and connect PUMA with consumers around the globe.”
PUMA expands its executive leadership team
Arens’ appointment will bring PUMA’s Management Board to five members from November 15:
- Arthur Hoeld — Chief Executive Officer
- Mark Langer — Chief Financial Officer
- Maria Valdes — Chief Brand Officer
- Andreas Hubert — Chief Operating Officer
- Arne Arens — Chief Commercial Officer
Arens holds an MBA from Northwestern University’s Kellogg School of Management and a bachelor’s degree in Communication Science and Business Administration from the University of Amsterdam.