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Arthur Hoeld Claims That The German Brand Lost Its Sporting Identity By Trying To Compete With Adidas And Promises A Complete Restructuring
The Puma CEO, Arthur Hoeld, announced on Thursday (30) the dismissal of 900 employees worldwide, equivalent to about 13% of the company’s global workforce. The cut is part of a restructuring plan aimed at rescuing the brand’s sporting identity, which, according to the executive, became too commercial and distanced from its roots in athletic performance. In March, the company had already laid off another 500 workers, signaling a deeper adjustment process.
In charge since July, Hoeld, who was sales director at Adidas, aims to redefine Puma’s strategy after years of excessive exposure in retail channels and aggressive promotional discount campaigns. “Puma became overexposed in the wrong channels, with too many discounts and little brand differentiation,” declared the executive while announcing the company’s new direction.
Restructuring And Focus On Direct Consumers
Hoeld’s plan includes a drastic reduction of discounts, a reformulation of marketing, and cuts in product lines.
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The company intends to reduce sales to retailers operating at discounted prices, especially in the United States, and prioritize direct sales to consumers through its own stores and the official website.
The strategy aims to improve the brand’s perceived value and recover profit margins weakened by reliance on intermediaries.
According to management, the new commercial policy also seeks to reconnect Puma with its sporting essence, balancing performance and lifestyle.
The company plans to invest in design, material innovation, and repositioning its main lines aimed at professional athletes, restoring its historical ties to competitive sports.
Financial Expectations And Recovery Timeline
Even with the plan underway, Puma maintained its forecast for losses in 2025, classifying the period as a phase of transition.
The company’s expectation is to return to growth only in 2027, after a 2026 of operational adjustments and portfolio review.
The slow pace of recovery reflects the impact of the cuts and the need to rebuild the brand’s global perception.
Analysts assess that the new leadership faces the challenge of repositioning Puma without losing ground against Adidas and Nike, which continue to dominate the sports market.
The bet on the direct channel is seen as essential to reestablish commercial autonomy and brand coherence.
A Move That Redefines Puma’s DNA
By stating that the company has become “too commercial,” the Puma CEO proposes more than administrative restructuring: he seeks a cultural repositioning that returns the brand to the technical and symbolic prestige of the past.
This change signals an attempt to reconnect with athletes, creators, and consumers who value authenticity and purpose.
For Hoeld, the success of this new phase will depend on Puma’s ability to differentiate itself by performance and originality, rather than just by promotions or trends.
The German brand appears determined to find its balance between profitability and identity.
Do you believe Puma will be able to recover its sporting essence with this strategy?
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