Puma Trims 2026 Operating Loss Forecast Amid Softer Consumer Demand
The German sportswear maker said reset measures and softer demand drove the weaker outlook after quarterly sales fell 5% to €1.78 billion.
- German sportswear maker Puma reported quarterly sales of 1.78 billion euros, down 5 percent from last year, and narrowed its 2026 operating loss forecast to 80 million to 130 million euros.
- Puma attributed the sales decline to reset measures initiated last year and the volatile geopolitical situation's impact on consumer sentiment. The company is cleaning up inventory and reducing mass-merchant discounting.
- Sales in Europe, the Middle East, and Africa fell 12 percent to 801.2 million euros, while Asia Pacific rose 7.5 percent to 394.6 million euros. The Americas slid 2 percent to 580.4 million euros.
- Anta Sports, the third-largest Chinese sportswear firm, is now Puma's largest shareholder following a deal finalized this month. Chief Executive Officer Arthur Hoeld called it "a strong vote of confidence in our strategy, our management team and our future."
- Puma is treating 2026 as a transformation year before returning to growth in 2027, leveraging momentum from its low-profile Speedcat footwear and the Hyrox fitness partnership. Analysts say the Anta deal could drive growth next year.
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On the one hand, record sales and billions of profits, on the other hand, losses and a group in the free fall. Adidas and Puma were never further apart than today. While Adidas is reaching for the global crown, Puma's future is now attached to a new hope.
Puma recorded a drop in sales in the most recent quarter and adjusted its results projection for this year, as it advanced with a plan to revitalize the business. Exclusive material for subscribers. To have full access, access the link of the material and register.
Puma has less interest in buying in Europe and North America, so the sales of the sporting goods manufacturer are significantly decreasing. Chief Executive Officer Arthur Höld is rather unimpressed and speaks of a "transitional year".
Puma narrows 2026 operating loss forecast amid softer consumer demand ...
In the third quarter, PUMA recorded a drop in revenue and an operating loss.
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