WS Investor
30 Oct 2025, 13:21
PUMA Enters Reset Phase as Sales Decline Amid Strategic Overhaul
PUMA SE (PUM) reported a 10.4% currency-adjusted sales drop in Q3 2025 to €1.96 billion as the company launched a strategic reset to strengthen its long-term brand position. The decline reflected reduced wholesale exposure and inventory clean-up initiatives, particularly in North America and China. Adjusted EBIT fell to €39.5 million from €237 million a year earlier, while the company posted a net loss of €62.3 million versus a profit of €127.8 million.
PUMA expanded its cost-efficiency program, targeting a reduction of 900 white-collar positions by the end of 2026 and expects inventories to normalize within the same timeframe. CEO Arthur Hoeld reaffirmed 2025 guidance and emphasized PUMA’s goal to become a Top 3 global sports brand, focusing on brand health, disciplined cost management, and stronger direct-to-consumer growth.
PUMA SE (PUM) reported a 10.4% currency-adjusted sales drop in Q3 2025 to €1.96 billion as the company launched a strategic reset to strengthen its long-term brand position. The decline reflected reduced wholesale exposure and inventory clean-up initiatives, particularly in North America and China. Adjusted EBIT fell to €39.5 million from €237 million a year earlier, while the company posted a net loss of €62.3 million versus a profit of €127.8 million.
PUMA expanded its cost-efficiency program, targeting a reduction of 900 white-collar positions by the end of 2026 and expects inventories to normalize within the same timeframe. CEO Arthur Hoeld reaffirmed 2025 guidance and emphasized PUMA’s goal to become a Top 3 global sports brand, focusing on brand health, disciplined cost management, and stronger direct-to-consumer growth.