Biography|Arne Freundt — The PUMA Way Campus He Joined as Strategy Chief

People date Puma's modern run from Bjørn Gulden's 2013 arrival.

Freundt was already on this campus two years earlier.

Munzinger places the move in July 2011: he left Siemens Management Consulting for Puma SE in Herzogenaurach as head of strategy.

He succeeded Franz Koch in that brief after Koch became chief executive.

The address is PUMA Way 1, the PUMAVision headquarters on the east side of town, not the older Dassler workshops by the Aurach.

Puma's own later biography lists the sequence as corporate strategy, then the global direct-to-consumer business, then the EMEA region as general manager.

In June 2021 he joined the management board as chief commercial officer.

Fourteen years of internal promotions started with this hire.

Herzogenaurach is the town that split in 1948 when Rudolf Dassler left his brother Adolf and founded Puma.

Adidas still sits on the other side of the same small river.

A strategy hire from Siemens did not arrive as a local son of that split.

He arrived as an outsider asked to draw the next map.

The campus a visitor sees from PUMA Way is the later headquarters campus, a public-facing site with an outlet and a marked address.

It is not a private house and it is not a secret plant.

The July 2011 start is the hinge between consulting and the brand he later ran.

Photo: Sunflower246246, CC BY 3.0, via Wikimedia Commons