6. Arne Freundt

Arne Freundt has been with PUMA since 2011. Before his role as PUMA’s CEO, he was responsible for Corporate Strategy, the Global Direct-to-Consumer business and the Region EMEA as a General Manager before becoming a Board member as Chief Commercial Officer in 2021. Before PUMA, Arne worked for Siemens Advanta Consulting.

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The Supervisory Board of PUMA SE has appointed Arne Freundt as chairman of the Management Board and CEO of the Company.

He has received a four-year contract, effective January 1, 2023. Arne Freundt has worked for PUMA for more than ten years and has been a member of the Management Board as Chief Commercial Officer since June 2021.

Formula 1 and PUMA have announced a multi-year partnership to see the sport and lifestyle brand produce F1-licensed apparel, footwear and accessories and exclusively sell F1 and team merchandise at several Grand Prix races.

Since the mid-1980s, PUMA has pioneered motorsport clothing, developing fireproof overalls, race shoes and other high-performance racing gear, team wear, fan wear and lifestyle collections for some of the leading teams in motorsport. This partnership will make PUMA an official supplier at Formula 1 races, granting the brand the right to produce F1 branded apparel, footwear and accessories.

The deal will see PUMA create a new fanwear collection for the sport’s rapidly growing and diverse fan base and supply uniforms to all F1 personnel at the circuit from 2024. As part of the deal, fans can purchase Formula 1 products on PUMA.com and in PUMA stores worldwide. PUMA subsidiary stichd will have exclusive trackside vending rights to sell Formula 1 licensed product and replica team wear, fanwear and special edition collections from all ten teams at fan retail stores at several F1 races throughout the season.

Arne Freundt, CEO of PUMA, commented on a deal:

PUMA has become the most authentic and credible sports brand in motorsports and has the expertise to create the best products for the world’s leading drivers and teams and its fans. The influence of motorsport, and Formula 1 in particular, on sports – and streetwear culture has significantly increased in recent years. Our new partnership with Formula 1 is an exciting opportunity to explore this blend of motorsports and lifestyle further. PUMA has always sat at the intersection of sports and fashion, and we feel we are in the perfect position to translate the culture of the sport into relevant streetwear collections and drive brand heat with a young, affluent, and diverse audience.