Sports company PUMA announced today preliminary 2024 results, reporting a currency adjusted (ca) sales growth of 9.8% to € 2,289 million (+15.5% reported) in the fourth quarter of 2024. On a full-year basis, sales grew by 4.4% (ca) to € 8,817 million (+2.5% reported) and in line with the outlook.

The full-year 2024 operating result (EBIT) came in at € 622 million, which is at last year’s level (2023: € 622 million) and in line with the EBIT outlook for the full year 2024. The full-year 2024 EBIT margin was 7.1%. Net income came in at € 282 million, which is below prior year’s level (2023: € 305 million) and expectations. This was mainly caused by higher net interest expenses and higher non-controlling interests.

In the fourth quarter, both the operating result (EBIT) of € 109 million (Q4 2023 EBIT: € 94 million) and the net income of € 24 million (Q4 2023 net income: € 1 million) came in significantly above last year’s levels, but below expectations.

PUMA initiates the cost efficiency programme “nextlevel” with the objective to achieve an EBIT margin of 8.5% by 2027.

The financial results are preliminary and unaudited. PUMA SE will publish its results for the financial year 2024 and outlook 2025 on 12 March 2025.

Media Relations:

Kerstin Neuber – Senior Director Corp Comms – PUMA SE – kerstin.neuber@puma.com

Investor Relations:

Gottfried Hoppe – Director Investor Relations – PUMA SE – gottfried.hoppe@puma.com

Upcoming Events 

12 March 2025                              Financial Results FY 2024

08 May 2025                                  Quarterly Statement Q1 2025

21 May 2025                                  Annual General Meeting

31 July 2025                                  Interim Report Q2 2025

30 October 2025                           Quarterly Statement Q3 2025

Notes to the editors:

• The financial reports are posted on about.puma.com
• PUMA SE stock symbol:

     Reuters: PUMG.DE, Bloomberg: PUM GY, 

     Börse Frankfurt: ISIN: DE0006969603– WKN: 696960

Top Employers Institute has certified PUMA as a Top Employer for the sixth time since 2020. The Top Employer certification for its worldwide operations as well as 50 different countries for the first time in 2025 reflects the consistent and exceptional experience PUMA offers its employees in all regions and subsidiaries.

“Being named a Top Employer in our entire global organization and in 50 countries underscores our focus on creating a consistent, outstanding working environment for our employees, no matter where they are,” said Dietmar Knoess, Vice President People & Organization at PUMA. “We will not stop here and take this result as an inspiration to find new ways to make PUMA a fantastic place to work.”
 

“By achieving Enterprise Certification, PUMA not only ensures consistent standards in employee experience, development, and well-being across all regions but also cultivates a unified culture of engagement, innovation, and performance,” said David Plink, CEO of Top Employers Institute. “This achievement highlights the company’s unwavering dedication to fostering an inclusive and exceptional workplace culture, with people always at the heart of their success.”

Apart from offering an attractive environment in state-of-the-art offices around the world, PUMA aims to create an inclusive work culture that respects diversity, promotes health and well-being, and encourages personal and professional growth.

With hybrid working, which combines mobile working and office presence, and flexible hours, PUMA makes it easy for its employees to find the right work-life-balance and gives them the opportunity for part-time work or sabbaticals at different stages in their careers.  

PUMA has also been independently certified as having no adjusted pay gap between men and women in several locations, including Canada, Germany, France, Italy, Spain, South Africa, Sweden the United States and the Middle East, meaning employees in the same position are paid the same regardless of their gender.
 

Spanning more than 500 square metres (5,300 square feet), Studio48 will feature a 3D printing facility, leather and textile sewing machines, a set up for printing and embroidering, a product testing area, a photo studio and a meeting space to connect designers across different departments and welcome external creatives to work on new products and campaigns.

As part of PUMA’s brand elevation strategy, the company will strengthen its sports performance credibility by developing products that perform at the highest level but also distill this sports DNA into its Sportstyle offering with a unique design language.

“With the new Studio48 we are creating a significant tool to enhance the excellence of our designs and elevate the brand,” said PUMA’s Vice President Creative Direction & Innovation Heiko Desens. “While many of our products are created digitally, Studio48 will be a space for a different kind of creativity, where our designers from different departments can brainstorm together, exchange best practices, experience new materials and touch and feel the products they want to make.”

While Studio48 can be used by the company’s designers and creatives all year round, the space will also play an important part when hosting external partners or bringing PUMA’s global design community together for workshops and events.

As part of the opening event in December, PUMA hosted a workshop at Studio48 by US-based upcycler Nicole McLaughlin, who shared her vision on circularity. The event was joined by PUMA designers across all product categories from several of the company’s worldwide locations.

Earlier this year, PUMA announced that it would also open a creative space in the Hollywood area of Los Angeles to inspire products and campaigns for the strategically important US market.
 

From upcycling to generating electricity from potatoes, PUMA puts two footballers and a fashionista to the test to see who will earn the most green flags.

Each week, PUMA’s Voices of a RE:GENERATION will present this trio with playful sustainability challenges, aiming to inspire and educate listeners on how everyday choices impact climate change. The challenges showcase how even small changes can make a big difference in reducing our environmental footprint. Whoever is most successful each week wins a green flag - so get ready for some friendly competition!    

"I’m so excited to be a part of this podcast which brings sustainability to the forefront of Gen Z listeners. It’s a lot of fun to complete the sustainability challenges and learn more about the small changes we can all make to fight climate change."- Maya Le Tissier

Anne-Laure Descours, Chief Sourcing Officer at PUMA, said: “The Climate crisis can seem overwhelming, however all of us have the power to make better decisions for the future of our planet, no matter how small. It’s vital that we travel this journey towards a FOREVER. BETTER. together with our next generation to create awareness and inspire collective change.”  

Upcoming episodes include:

Episode 1, The Carbon Crunch - Ever wondered how your breakfast affects the planet? Or how many carbon emissions are released on your morning commute? Our hosts dive into the surprising truth behind greenhouse gas emissions. Available now to watch below.  

Episode 2, The Wardrobe Revival – A little care goes a long way. Repairing, reviving, and revamping an old fit or pair of kicks. Find out who can save their item from becoming trash and bring it back to life, while learning about sustainable fashion hacks to reduce waste.

Episode 3, Lessons in Leather – Understanding the environmental impact of different materials can be confusing. Our hosts dive into this debate and uncover that when it comes to sustainability, the answer is far from black and white.  

Episode 4, The Renewable Electricity Experiment – The importance of transitioning from fossil fuels to renewable energy. Our hosts compete to see who can generate the most electricity using unconventional methods.  

Episode 5, The RE:FIBRE Makeover – Our trio showcase their upcycled outfits, made from materials that would otherwise be considered waste – while learning about the magic behind circular textile production with PUMA RE:FIBRE. Lastly, the winner of the Green Flags Challenge is crowned.

Green Flags speaks to PUMA's commitment to increase transparency and engage the next generation in their efforts to become more sustainable. Following on from PUMA’s 10FOR25 targets announced in 2019, PUMA has recently announced their new Vision 2030 sustainability targets in Human Rights, Circularity and Climate, setting out how the brand will continue to reduce their impact.  

Subscribe, listen and watch Green Flags by PUMA on Apple, Spotify, PUMA YouTube and all major podcast platforms.  

Watch episode 1 here:

For more information, please visit: https://foreverbetter.com/en/forever-better-podcast/green-flags 

Out of hundreds of companies examined, PUMA was amongst 11 in 2024 to be ranked in the fourth and highest “Leading” tier. Companies with this distinction showed an integrated materials strategy aligned with global goals, disclosed climate goals and targets and made progress towards a circular use of materials, Textile Exchange said. This year’s result is one step up from PUMA’s inclusion in the second-highest “Scaling” tier in 2023.

“We know how important our choice of product materials is, when we want to reduce our carbon footprint and lessen our environmental impact,” said Anne Laure Descours, PUMA’s Chief Sourcing Officer. “We are very happy to be ranked as ‘Leading’ in this years’ index and we will take it as an opportunity to further strengthen our materials strategy.”

PUMA has a 2025 target of making 9 out of 10 products with materials that are classified as preferred fibres by Textile Exchange or which originate from certified sources. In 2023, this was already the case for 8 out of 10 products. In 2023, 99.7% of all leather was sourced from Leather Working Group-certified tanneries and 99.2% of all cotton was certified or recycled as was 99.4% of all paper and cardboard packaging.  

Almost 65% of the polyester used for PUMA’s apparel and accessories in 2023 came from recycled materials and the company also started to scale up the use of recycled cotton. In 2024 PUMA announced that millions of football jerseys had been made with textile waste through its RE:FIBRE recycling initiative.

The Material Change Index is the largest peer-to-peer comparison initiative in the industry and aims to help track the sector’s progress in fibre and materials sourcing, strategy and the circular transition. The aim of the organization is to help the fashion industry achieve a 45% reduction in greenhouse gases from raw material production by 2030. 

For more detailed information on the Vision 2030 targets, please click here.
 

There’s only one Forever. Let’s make it Better. 

Launched in 2021, the Laureus Sport for Good Index celebrates brands that, through collaboration, innovation and creativity, are making significant contributions across the 17 Sustainable Development Goals (SDGs), as well as aligning their business output with their sports investments and activations.

The Index shines a light on organizations that are having the clearest and most meaningful impact, and to provide compelling evidence for the role that sport can play in driving sustainable change. The brands feature in the Index for their best-in-class sport for good campaigns and purpose-led initiatives implemented over the past 18 months.

Astin Ewington, Head of Partnerships, Laureus: “We are thrilled to unveil the 2024 Laureus Sport for Good Index, which continues to showcase the immense potential of sport as a force for positive change. The brands featured this year are leading the way in addressing some of the world’s most pressing social and ecological challenges through innovative, purpose-driven initiatives. By highlighting their efforts, we hope to inspire more companies to leverage sport as a platform to create meaningful impact and contribute to a more equitable and sustainable future.” 

PUMA initiatives recognized by the Index include:

VOICES OF A RE:GENERATION - After research which found that young people want brands to make more sustainability commitments, better communicate their goals and be more transparent, PUMA launched their Voices of a RE:GENERATION initiative. The initiative saw the company engage four young sustainability advocates who not only produce social content that helps raise awareness of PUMA’s sustainability targets among younger consumers, but also actively feedback to the brand about how it can improve its ‘FOREVER. BETTER’ sustainability practices.

Meanwhile, PUMA’s ‘RE:FIBRE’ polyester textile-to-textile recycling programme aims to reduce textile waste and make the company less reliant on plastic bottles for recycled polyester. All told, 46,000 RE:FIBRE garments were produced in 2023. Then, from the start of the 2024/25 soccer season, PUMA announced the scaling up of the programme, with millions of PUMA replica soccer jerseys made using RE: FIBRE, further spotlighting a more circular business model for jersey manufacturing.

This year, PUMA also launched an experimental commercial version of its RE:SUEDE sneaker in Europe. Leading up to this, as part of a two-year pilot project experiment that concluded in 2023, PUMA showed it was able to successfully turn the RE:SUEDE into compost under tailor-made industrial composting conditions. The RE:SUEDE can be sent back to PUMA at end of life who send them on to partners in the Netherlands for composting.  

The Index can be viewed and downloaded in full at laureussportforgoodindex.com 

Stitch + Spice, a short film by Luke Jaque-Rodney, one of PUMA's Voices of a RE:GENERATION has been officially selected for Documentary Short at the 6th Big Syn International Film Festival in London.  

Voices of a RE:GENERATION is a PUMA initiative highlighting young changemakers driving positive change in their communities. Through this platform, PUMA aims to inspire the next generation to support a more sustainable future and forms part of the brand’s wider missions to communicate sustainability in a transparent and digestible way. Stitch + Spice is a short documentary captured at PUMA's supplier factories in Vietnam and Bangladesh featuring Luke, a food and nutrition vlogger, who shares meals and engages with garment workers, showcasing their lives, perspectives and cultures. Earlier this year Stitch & Spice was nominated for best sustainability fashion film at the London Fashion Film Festival and received a 2024 Impact Docs Merit Award.

The Big Syn online festival screening which took place from 17-26 October featured nearly 150 films reaching over 45 million people in 120 countries led by a Grand Jury of OSCAR, BAFTA and EMMY award-winners and leaders from the United Nations, House of Lords, as well as sustainability, policy and media stalwarts.  

Festival founders, Dr Ragini G Roy and Dr Sourav Roy, commented "The festival features films from student filmmakers to ones from global legends such as OSCAR winners Sir Ian McKellen (X Men, Lord of the Rings) and Sir David Mark Rylance (Spielberg's The BFG) amongst others; documentaries from acclaimed EMMY and BAFTA winning filmmakers."

Winners will be declared on 8th November at the red-carpet gala awards ceremony at Curzon Soho and all the winners will be featured on Europe's biggest screen, London's Piccadilly Lights on 14th November 2024.   

Sports company PUMA is part of the multi-brand consortium which unveiled the world’s first piece of clothing made entirely from textile waste by using a new biorecycling technology developed by French company CARBIOS.

The project created a plain white T-shirt, which was made from mixed and colored textile waste. By using CARBIOS’ biorecycling technology, the polyester was broken down using enzymes into its fundamental building blocks to produce biorecycled polyester. The quality of the recycled textiles is on par with oil-based virgin polyester.

“PUMA’s wish is to have 100% of our polyester coming from textile waste. Today’s announcement is an important milestone towards achieving this and making our industry more circular,” said Anne-Laure Descours, Chief Sourcing Officer at PUMA. “We now need to work together to make sure we can scale up this technology to make the largest possible impact. We’re excited to be part of this breakthrough and setting new standards for fibre-to-fibre recycling.”

The aim of the consortium is to collectively advance the textile industry's shift towards a circular economy by developing and industrializing CARBIOS’ enzymatic depolymerization technology to achieve 100% “fibre-to-fibre” recycling. By doing so, petroleum can be replaced by textile waste as a raw material to produce polyester textiles. These textiles can once again become raw materials, thus fueling a circular economy with the added benefit of a lower carbon footprint and the avoidance of waste that ends up in landfills or incinerators.  

“It may look like an ordinary t-shirt, but make no mistake, the technology behind it is extraordinary,” said CARBIOS CEO Emmanuel Ladent. “To achieve “fibre-to-fibre” recycling is a technological feat.  CARBIOS couldn’t have done it alone, so thanks to the collaboration with our consortium partners, we have overcome many technical hurdles together to produce the world’s first enzymatically recycled t-shirt made entirely from biorecycled fibres.”

Currently, the majority of recycled polyester in the industry is made from PET bottles, and only 1% of fibres are recycled into new fibres. The collective achievement marks an important milestone for the consortium’s ultimate aim of demonstrating a closed fibre-to-fibre loop using CARBIOS’ biorecycling process at an industrial scale.  

In response to growing consumer demand for greater transparency from the fashion industry, PUMA launches #KnowYourStuff, an educational content series which delves into one of today’s most debated fashion topics - leather vs vegan leather – and the environmental impact of both.

Created in collaboration with Aishwarya Sharma, one of PUMA’s ‘Voices’ and Global Goals Ambassador, #KnowYourStuff translates the complexities and progressions around the use of leather and its alternatives. Available to view on PUMA YouTube and Aishwarya’s Instagram platform from today, the seven episode story will roll out over the next two weeks.  

"By openly discussing the complexities of the materials used in our products, like leather and its alternatives, we hope to foster a more informed and balanced conversation about sustainable clothing and footwear choices, which is essential for driving positive change,”  said Anne-Laure Descours, Chief Sourcing Officer at PUMA. “The #KnowYourStuff series is a testament to our commitment of transparency and our promise made during our Conference of the People event to include the next generation as part of these important discussions." 

#KnowYourStuff forms part of PUMA’s commitment and actions for greater transparency in sustainability, in which Aishwarya is one of four Voices of a RE:GENERATION enlisted by PUMA to help translate sustainability in a way that engages the next generation.  

"My goal with #KnowYourStuff is to educate and empower my audience and young people worldwide,” said Aishwarya Sharma. “Sustainability can be complex and the leather topic is embedded with sensitive themes, so I’ve taken care in making sure this is approached in an open and transparent way that inspires people to become informed about the materials they choose to wear.”

From visiting the PUMA Archive to witnessing behind the scenes leather processing first-hand in Thailand, Aishwarya 

reports back on her fact-finding mission, encouraging audiences to #KnowYourStuff. Along her journey, Aishwarya navigates different perspectives surrounding leather with guests, including leading PUMA stakeholders and PETA (People for the Ethical Treatment of Animals). Key conversations include animal welfare and the use of leather as a byproduct of the beef industry, cattle farming and concerns around deforestation, the leather tanning process, new material innovations and industry challenges.

While PUMA has a long history with leather, dating back to the 1950s, today, leather accounts for only approximately 4% of its footwear materials. PUMA’s 10For25 targets include sourcing 100% leather from certified sources and today the brand works with third parties, such as Leather Working Group, to ensure all leather is sourced from certified tanneries. Additionally, PUMA consults animal protection organisations on a regular basis to review its animal welfare policy and actions.  

Watch the first episode of #KnowYourStuff below or visit our webpage.

Hosted in collaboration between PUMA, Red Bull and Weltklasse Zürich, the two track stars will clash at the legendary Letzigrund Stadium on Wednesday 4 September, ahead of the Weltklasse Zürich Diamond League meeting the following day. The event marks the culmination of a long-standing back-and-forth between the two iconic athletes, which has been simmering since July 2023.

A short clip shared on social media last summer, in which the pair discuss the prospect of racing one another, had sports fans across the globe fizzing with excitement; now that tantalising prospect is to become a reality as the two stars battle it out over the definitive sprint distance to see which one really is the fastest.

Warholm is the reigning 400-meter hurdles world record holder, an Olympic gold and silver medalist and three-time world champion, whilst Duplantis is the newly-crowned double Olympic champion and has broken the pole vault world record a staggering nine times.

Despite the two superstars competing in different events, their respective personal bests in the 100-meters are not so far apart. Warholm recorded 10.49 seconds back in 2017 whilst Duplantis clocked a 10.57 as a high school senior just a year later – making the contest incredibly tough to call, and all the more exciting for spectators who are set for an incredible night of action.

Tickets will go on sale at 09:00 (CET) on Wednesday 14 August via weltklassezuerich.ch/special

Markus Neubrand most recently held the position of Chief Financial Officer at GUESS? Inc. Previously, he served as Group Chief Financial Officer for the luxury fashion brand MCM Worldwide. Prior to that, he was Chief Operating and Chief Financial Officer at premium fashion company HUGO BOSS for its key region Americas. 
At PUMA, Markus will oversee Finance, Investor Relations, Legal, IT and Business Solutions.

“We are excited to welcome Markus to PUMA. He is an experienced finance executive with significant operational, financial planning and capital markets expertise. With his strong knowledge of the industry and people-first approach, Markus is a great fit for the PUMA Family and I am excited to start working with him to write our next chapter of sustainable growth based on brand elevation,” said Arne Freundt, CEO of PUMA. “I would like to thank Hubert for all of his achievements at PUMA. With his great commitment and dedication to the brand and PUMA family, he has contributed to our success over the past 20 years. I wish him all the best for his professional and personal future.”

PUMA and Hubert Hinterseher have mutually agreed that he will step down as CFO on September 30, 2024, and will leave the company on December 31, 2024, after a successful and smooth transition of his duties to his successor.

“I would like to thank Hubert for his efforts and contribution to the company’s success,” said Héloïse Temple-Boyer, Chair of the Supervisory Board.

Starting October 1, 2024, PUMA’s Management Board will consist of Arne Freundt (CEO), Markus Neubrand (CFO), Maria Valdes (CPO), and Anne-Laure Descours (CSO).