sur SAPARDIS S.A. (ETR:PUM)
PUMA Initiates 2025 Reset with Transition Year Ahead
Herzogenaurach, February 26, 2026 - PUMA completed a strategic reset in 2025, targeting top-3 global sports brand status. The year saw an 8.1% drop in currency-adjusted sales to €7,296.2 million due to strategic measures. Gross profit margin fell to 45%, and adjusted EBIT plummeted to €-165.6 million.
Key actions included reducing promotions, cleaning up inventory, and focusing on product and brand storytelling. CEO Arthur Hoeld emphasized creating less commercial brand appeal and resolving operational inefficiencies.
Looking to 2026, PUMA anticipates low- to mid-single-digit sales declines with an EBIT of between €-50 million and €-150 million. CAPEX is projected at €200 million, aimed at digital and DTC channels. While challenges remain, these measures are positioned to set PUMA on a path to renewed growth from 2027.
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