Puma Appoints Mark Langer as New CFO to Drive Growth

Puma SE has confirmed that Mark Langer has joined the company as Chief Financial Officer and Member of the Management Board, effective May 1, 2026. 

Mark, 57, succeeds Markus Neubrand, who is stepping down from the role following a phase of financial restructuring for the German sportswear manufacturer.

As new CFO, Mark’s remit includes oversight of finance, tax, legal, investor relations, and internal audit. 

His arrival marks a shift in Puma’s leadership focus, moving from the stabilisation efforts of the previous year toward a more aggressive pursuit of profitable, long-term growth.

“I very much look forward to working with Mark, as he combines deep financial and capital market expertise with proven leadership across renowned consumer brands,” said Arthur Hoeld, CEO of Puma. 

“His track record of delivering results will be key in achieving our goal to return to profitable growth.”

Experience at Hugo Boss and Douglas

Mark is a prominent figure in the European consumer sector, notably for his 17-year tenure at Hugo Boss AG. 

During his time as CFO and later CEO, he was credited with navigating a difficult retail shift by pivoting the brand back toward its premium heritage and streamlining a complex global store portfolio.

Most recently, as CFO of perfume and cosmetics brand Douglas AG, Mark oversaw finance modernisation and margin expansion initiatives. 

This experience in premium retail and omnichannel distribution is particularly relevant to Puma’s current "One Brand" strategy. 

The business is currently working to reduce localised discounting and unify its global product stories, a move that requires a CFO with a deep understanding of how to protect brand equity while scaling digital and physical sales channels.

From the 2025 reset to 2026 transition

Mark enters the business as Puma concludes a foundational "reset" year.

According to the company’s 2025 Annual Report, Puma generated revenues of €8.6bn (US%10.05bn), with a primary focus on defending a gross profit margin of 47% amidst a volatile global consumer environment.

While 2025 was defined by internal consolidation, 2026 has been designated by the board as a transition period. 

Puma is currently re-engineering its path to becoming a global top three brand, which involves significant investment in its performance segment, specifically football, running and basketball. 

Mark’s expertise will be vital in managing the margin squeeze between wholesale partners and the expansion of Puma’s Direct-to-Consumer (DTC) channels, ensuring that growth does not come at the expense of EBIT performance.

The departure of Markus Neubrand

The new CFO replaces Markus Neubrand, who will officially leave the company on September 30, 2026, following a five-month handover.

Markus’s tenure was characterised by securing the company's financing structures and supporting the organisational "reset" initiated by CEO Arthur Hoeld.

While Markus provided a steady hand during a period of macroeconomic uncertainty, the appointment of Mark suggests the board is now looking for a CFO with extensive public-market experience to drive investor confidence during a growth cycle. 

With the Management Board now complete, Puma’s leadership is focused on proving that its "Forever Faster" mantra translates into the industry-leading financial performance that the brand has targeted for the back half of the decade.