Puma CEO Cuts 900 Jobs and Says the Brand Became 'Too Commercial' While Trying to Compete With Adidas and Lost Its Sports Identity

Puma CEO Cuts 900 Jobs and Says the Brand Became ‘Too Commercial’ While Trying to Compete With Adidas and Lost Its Sports Identity

Written by Bruno Teles

Published on 30/10/2025 at 14:23

A Puma inicia uma profunda reestruturação para recuperar sua identidade esportiva e foco em performance, após perder espaço para a Adidas e comprometer sua essência.

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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.

ARTICLE CONTINUES BELOW

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?

Puma CEO Cuts 900 Jobs and Says the Brand Became ‘Too Commercial’ While Trying to Compete With Adidas and Lost Its Sports Identity

Arthur Hoeld Claims That The German Brand Lost Its Sporting Identity By Trying To Compete With Adidas And Promises A Complete Restructuring

Restructuring And Focus On Direct Consumers

Financial Expectations And Recovery Timeline

A Move That Redefines Puma’s DNA

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Puma CEO Cuts 900 Jobs and Says the Brand Became ‘Too Commercial’ While Trying to Compete With Adidas and Lost Its Sports Identity

Arthur Hoeld Claims That The German Brand Lost Its Sporting Identity By Trying To Compete With Adidas And Promises A Complete Restructuring

Restructuring And Focus On Direct Consumers

Financial Expectations And Recovery Timeline

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