Adamsson’s newly vacant role moves into Hoeld’s office on an interim basis only, PUMA said, keeping sports marketing under direct CEO oversight until a successor is named.
PUMA has announced the departure of Johan Adamsson, Vice President Global Sports Marketing and Sports Licensing, who is leaving the sporting goods company at the end of the month after more than 25 years, citing personal reasons. His last day is Aug. 31.
Rather than name an interim executive within the department, PUMA said Arthur Hoeld will oversee Sports Marketing personally until a successor is appointed. The arrangement fits within Hoeld’s existing CEO portfolio, which already includes Strategy, Human Resources, Corporate Communications and Compliance alongside Sports Marketing, per PUMA’s official management page.Arthur is CEO of PUMA SE, where his responsibilities include Strategy, Sports Marketing, Human Resources, Corporate Communications, and Compliance.
PUMA has described its first year under Hoeld, who took over as CEO in July 2025, as a reset phase that includes cutting roughly 900 white-collar roles by the end of 2026 as the brand works toward a return to growth in 2027. The company also consolidated brand marketing, product, innovation and go-to-market functions last year under chief brand officer Maria Valdes. Puma’s marketing shuffle is part of a larger reset phase aimed at establishing the business as a top-three global sports brand.
PUMA has not linked Adamsson’s departure to that broader restructuring; the two are reported here as separate, contemporaneous developments within the same organization.
Adamsson’s departure closes out a career that tracked closely with PUMA’s football rise. He joined the company in 2001 as international football marketing manager, took on marketing responsibilities for PUMA’s Teamsport Business Unit from 2006, becoming Head of Sports Marketing Teamsport in 2010, and was promoted to head the Sports Marketing and Sports Licensing function in 2015, succeeding Christian Voigt. In that role he oversaw the athlete, team and federation relationships that underpin PUMA’s sponsorship and licensing business, a portfolio built through campaigns and tournament cycles including multiple football World Cups.
