A Partnership for the Long Run 

For PUMA, the collaboration with Mathias Gidsel represents more than short-term success. It’s about building the future of handball, inspiring the next generation, and expanding what performance partnerships can look like. 

For Mathias, the connection runs far deeper than contracts or campaigns. “I’ve been part of the PUMA family my whole life,” he says. “I grew up in Skjern in Denmark, and from day one my mom put me in PUMA at our local handball club. So signing this extension feels like staying with family. I’m incredibly proud, and I hope I can be part of the PUMA family for the rest of my life.”

“You are the Player on the Pitch Right Now.” 

Looking at Mathias’ current performance, Arthur doesn’t hide his admiration. “You’ve achieved everything there is to achieve internationally, and you’ve been MVP in the biggest finals. You are the player on the pitch right now.” 

And the facts are difficult to argue: having already built an extraordinary legacy with the Danish national team, Mathias is a record setting force in every major tournament. 

But for Arthur, the partnership goes beyond trophies. “It’s important for us to work with the best in their sport. But even more important is working with people who have ambition. Who want to build something beyond the contract.”

That ambition is already visible. Mathias Gidsel’s first signature shoe with PUMA sold out almost instantly. A rarity in any sport, and nearly unheard of in handball.

Building a Signature Legacy in Handball 

For too long, handball has flown under the radar in the wider sports industry, “Since it’s a small sport.” Mathias adds, “But I truly believe we have our place in sports.”  

Signature shoes are commonplace in basketball. In handball? Not so much… Until now. 

For Mathias, being involved in product creation is about far more than aesthetics. “The most important thing is comfort,” he explains. “I don’t want to step into a European final thinking about my shoes. I have enough concerns already.” For him, everything starts with not noticing the shoe at all during a game- it has to feel natural, effortless, like an extension of his body. Mathias also finds weight to be equally crucial. When PUMA introduced the new PUMA Accelerate NITRO™ SQD 4, he felt it immediately. “It changed the standard. It was so light,” he says. 
 
Yet beyond performance details and aesthetics, the storytelling element matters just as much. 

That narrative is woven directly into the design. Inside the insoles, the words read: (left)“They doubted the path” (right)“Now you light the way.” Serving as a quiet reminder of where he started and where he stands today. 

And, on the outsoles, his personal mantra is stamped in two words: “Forever. Rising.” 

More Than Medals 

Despite being currently the best handball player in the world, Mathias stays grounded. “I’m just really good at handball,” he says with a smile. “But I’m also the guy who lets everyone go first in the supermarket.”

His journey hasn’t been without setbacks. After his first major tournament in 2021, Mathias openly shares his past experiences with mental health struggles. He recalls it to be a period that reshaped his understanding of performance. 

“That depression helped me,” he reflects. “I realized there’s something more important than just physical training. Mental health matters.” 

Today, he also credits balance, thanks to his girlfriend, family and his close friends for allowing him to perform freely under immense expectations. 

“People think I’m sick if I only score six goals,” he jokes. “There are a lot of expectations. But right now, I can really enjoy what I’m doing.”

Eyes on the Prize  

With Olympic, World, and European titles secured, Arthur questioned: what’s left? 

“The Champions League.” Mathias answers immediately. “When I came home from the European Championship, my coach said, ‘Good you haven’t won the Champions League yet, otherwise you might stop playing.’” He laughs. 
 
Luckily for all of us, the day Mathias stops playing hasn’t come yet. His drive and talent continue to inspire both on and off the court. And for two handball lovers- one in the boardroom, one on the court- that shared ambition to grow and develop handball globally is only just getting started. 

 “We hope this is just a small moment in time in our partnership,” Arthur concludes. “We want many, many more years. As an athlete, as a personality, and as someone who can help us inspire the world.