High-end sports brand Willy Bogner has announced that Arne Freundt as its new chief executive. Mr Freundt, former chief executive of Puma, will take up his new role on June 1.

Arne Freundt will take up the leadership of Bogner following periods of upheaval for him and for the Munich-based brand. Mr Freundt became chief executive of Puma at the start of 2023, following Bjørn Gulden’s departure for adidas.

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