Puma Elevates Former Adidas CIO to Chief Operating Officer

Key Announcement

• Andreas Hubert, previously serving as group CIO at Adidas, will transition to Puma's COO position beginning September 1, according to the company's announcement made Thursday. As COO, Hubert will sit on the management board and oversee Puma's consolidated global sourcing operations spanning IT, sustainability, and logistics.
• Puma CEO Arthur Hoeld remarked in his statement: "With his extensive background in IT, sourcing, and supply chain management, he brings the perfect combination of strategic insight and operational excellence. His deep industry experience and expertise will be instrumental in optimizing Puma's global operations, driving digital transformation, and strengthening the resilience of our supply chain as we enter our next phase of growth."
• Hubert departed from Adidas in June after completing four years as group CIO, capping a two-decade career at the apparel company during which he held multiple executive positions. His professional background also includes board roles at two separate organizations and consulting work with Boston Consulting Group, as noted on his LinkedIn profile.

Strategic Implications

The appointment underscores how chief information officers have evolved into business strategists whose contributions extend well beyond technology. As IT capabilities increasingly fuel competitive advantage and operational gains, enterprises are recognizing the value of elevating technology leaders into broader executive roles. Puma's decision to recruit a former CIO for its COO position exemplifies this shift in how organizations view the technology function's place in the C-suite.

Hubert's arrival aligns with Puma's broader push toward sustainable expansion and organizational transformation. The company launched a refreshed brand identity in March alongside its most expansive worldwide marketing effort to date. The following month brought leadership changes, including the appointment of a new CEO and North America president.

The company's transformation agenda arrives amid challenging market conditions. Puma joined more than 80 other brands in submitting correspondence to President Donald Trump's administration in May, requesting consideration of tariff relief for footwear imports, according to reporting by Retail Dive.

During its earnings report released Thursday, Puma acknowledged that both industry-wide pressures and internal obstacles are restraining brand momentum and prompted the company to reduce its 2025 outlook. In response, the organization has adjusted its capital investment strategy downward.