The partnership between PUMA and Scuderia Ferrari began in 2005 and has since witnessed countless unforgettable moments. Over the past 20 years, Ferrari has solidified its status as the most iconic brand in Formula 1. Legendary drivers like Kimi Räikkönen and Charles Leclerc have celebrated victories and World Championships in PUMA racewear. As we approach this remarkable milestone in 2025, we aim to create a pinnacle moment of awareness and honor this extraordinary anniversary.

To mark the occasion, PUMA and Scuderia Ferrari HP hosted an exclusive dinner takes place at the iconic ASGT Building, home to the HyperCar team, as well as Ferrari’s historical cars and the XX Programmes, in Maranello, Italy, bringing together some of the biggest names in racing, including Lewis Hamilton and Charles Leclerc, alongside with some very special guests, such as Jean Alesi, Giancarlo Fisichella, Toni Vilander, and others. More than a celebration, the evening served as a tribute to the commitment, passion, and shared vision that have defined this partnership.

During the dinner, Lewis Hamilton and Charles Leclerc participated in a panel talk hosted by racing driver and presenter Vicky Piria, sharing insights on the evolution of motorsport and the future of racing. The event also featured the official presentation of a new replica collection, celebrating 20 years of collaboration between PUMA and Scuderia Ferrari HP.

As a leader in motorsport apparel, footwear, and accessories, PUMA has played a pivotal role in equipping Scuderia Ferrari HP’s drivers and team with industry-leading technology and performance-driven designs. The partnership has not only delivered advancements in motorsport gear but also brought Ferrari’s unmistakable DNA to streetwear and fan apparel worldwide.

“Motorsport is in PUMA’s DNA, and our long-standing partnership with Ferrari exemplifies our relentless pursuit of excellence,” said Thomas Josnik, Vice President Motorsport at PUMA. “Together, we have redefined racewear innovation and continue to set new standards in the sport.”

Scuderia Ferrari HP Team Principal Frédéric Vasseur reflected on the importance of this collaboration: “The partnership between Ferrari and PUMA has been key in enhancing our team’s performance on and off the track. Over the past 20 years, we have evolved together, pushing technological and design boundaries that support our pursuit of victory. We look forward to continuing this journey of innovation and excellence.”

As PUMA and Scuderia Ferrari HP continue their journey into the future, this 20th anniversary serves as both a reflection on past achievements and an inspiration for the next era of racing innovation, remaining dedicated to pushing the boundaries of design and innovation, ensuring the next chapter of our partnership is faster, bolder, and more thrilling than ever before.

While PUMA kept its A ranking in climate change, it improved its scores in water security and forest to A-, from a score of B and C respectively in the previous year, meaning it was ranked at a ‘leadership level’ in all categories analyzed by CDP.

“We are very proud of the improvements PUMA has made regarding water security and forests compared to last year,” said Veronique Rochet, Senior Director Sustainability at PUMA. “Combined with our continued top score for our climate change policies, CDP has recognized our leadership position in these areas. With our Vision 2030 sustainability targets, which we presented last year, we will aim to improve our sustainability performance even further in the coming years.”

To protect waterways and water supplies near the factories of its partners, PUMA ensures that regular wastewater testing is carried out and has introduced efficiency programmes to reduce the amount of water needed to manufacture its products. Between 2019 and 2023, PUMA was able to save 2,401,002 m3 of water, the equivalent or more than 7 million bathtubs, per year through various efficiency programmes.

To ensure that the leather used for its products does not cause deforestation, PUMA joined the Leather Working Group’s and Textile Exchange’s call to action to source all bovine leather from deforestation-free supply chains by 2030 or earlier. Almost all tanneries used for PUMA’s leather products have been certified by the Leather Working Group and in 2023 99.4% of paper and cardboard was either FSC-certified and/or recycled.

PUMA has a target of cutting its absolute Scope 1 and 2 greenhouse gas emissions by 90% (market based) from a 2017 baseline year and has committed to reduce absolute Scope 3 greenhouse gas emissions from its supply chain and logistics by 33% compared to 2017, while continuing to strive for growth. These targets were approved by the Science Based Targets initiative (SBTi) as aligned with a 1.5-degree scenario.

In 2024, PUMA announced its new sustainability targets Vision 2030 which were introduced to further improve the company’s performance in the areas of Climate, Circularity and Human Rights. For more information, please click here.

All regions contributed to the sales growth (ca) in the fourth quarter, driven by a strong improvement in the Wholesale business (+6.9%) and continued growth in Direct-to-Consumer (+16.1%). When compared to the first nine months 2024, a stronger growth trajectory was achieved across EEMEA (+14.3%), Europe (+10.3%), Greater China (+7.4%), Other APAC (+19.0%) and North America (+2.6%), while LATAM's sales growth was softer with +7.0%. PUMA’s Footwear business grew 9.2% and Apparel was up 8.8%, while Accessories increased 14.5%.

For the full year 2024, all regions, product divisions and distribution channels improved currency adjusted sales compared to last year. This growth was accompanied by a 110 basis point improvement in gross profit margin to 47.4%.

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.

"While we achieved solid sales growth in 2024 and made meaningful progress on our strategic initiatives, we are not satisfied with our profitability,“ said Arne Freundt, CEO of PUMA. “With a heightened focus on translating top-line growth to increased profitability growth, we have initiated “nextlevel”, a comprehensive efficiency program targeting cost optimization and operational improvements. Combined with decisive actions already taken, we will implement further cost control measures in 2025. While we continue to operate in a dynamic environment, we are encouraged by our improved growth throughout 2024 and expect 2025 to grow stronger than 2024.”

The programme “nextlevel” has been initiated with the aim to achieve an EBIT margin of 8.5% by 2027 by optimizing direct and indirect costs, including personnel expenses through better resource allocation aligned with our strategic growth areas. The cost efficiency initiative complements PUMA’s brand elevation strategy which is building the foundation for sustainable and accelerated growth. In what remains a dynamic environment, PUMA will continue to make strategic investments in its brand to accelerate growth, complemented by the “nextlevel” programme that ensures an improvement of the underlying operating result starting in 2025. In combination with our brand elevation strategy, we are committed to achieve a 10% EBIT margin in the long-term. 

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

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.
 

Spinnova’s joint venture company Woodspin Oy, the producer of wood-based SPINNOVA® fibre, and PUMA have entered a multi-year partnership to secure fibre volumes. This non-binding agreement will reserve production capacity from Woodspin.

“Spinnova’s innovative fibre technology represents a new gateway into the world of manmade cellulosic fibre (MMCF) production, using water instead of chemicals to help produce these fibres,” said Howard Williams, Director Global Innovation Apparel & Accessories at PUMA.

“We are very excited to announce this collaboration for SPINNOVA® fibre with a major global brand like PUMA. This marks an important step in building the market and industrial adoption of SPINNOVA® fibre, which is needed to scale the fibre and Spinnova’s technology.” said Spinnova’s Chief Product and Sustainability Officer, Shariare Mahmood. “This is only the beginning, and we will continue together with Woodspin to work on signing similar agreements with other partners.”

PUMA continues to invest in and incorporate innovative material textiles, such as its previously introduced RE:FIBRE textile-to-textile recycling program, which uses polyester textile waste from factory off-cuts, faulty goods, and pre-loved clothing as the primary source of material to create new textiles.  
 

Founded in 1948 by Rudolf Dassler, PUMA was born from a vision to craft footwear that empowers athletes to embody the agility, speed, and spirit of a puma itself. For 75 years, PUMA has been at the forefront of innovation, partnering with the world’s fastest athletes, iconic clubs, and legendary federations to push the boundaries of performance. Over the last few years sports culture has moved from a narrow focus on winning – sweat, grit and struggle against the odds – to a more authentic and human space.

With the recent appointment of Julie Legrand as Senior Director of Global Brand Strategy and Communications, PUMA aims to shape the next chapter of its unique journey. Legrand, who was previously the Global Brand Director of H&M and has over a decade of experience at Procter & Gamble, dedicated 2024 to refining PUMA’s brand DNA and architecture, crafting a distinct and bold position in the market. “Part of my mission when joining the PUMA team early this year, was to oversee and further elevate the PUMA brand in the minds of consumers. I am delighted to be working with adam&eveDDB to delve into our DNA and to develop a brand campaign for 2025 that brings to life our new global brand strategy. With their emotionally charged creativity we can build deeper, more meaningful connections with our consumer.”

For Richard Teyssier, PUMA Vice President Brand & Marketing, “PUMA is the home to some the best athletes, teams and ambassadors in the world and we have a clear ambition to position PUMA as a leading sport performance brand. We aim to be at the forefront of innovation and trends, not only on our products but especially when it comes to the brand and marketing. With adam&eveDDB, we found a partner capable of helping us build an emotional connection with our consumers, while unifying the PUMA brand under a single global strategy across our extensive sports portfolio. “

This year, PUMA partnered with adam&eveDDB, a creative company committed to placing emotion at the core of every interaction between businesses and consumers. adam&eveDDB’s strategy will elevate the brand by bringing PUMA’s impressive credentials to the fore, establishing it as the leading sports performance brand. “Communicating all that PUMA has to offer is a gift. Our teams in London and Berlin are immersed in all the feelings that get people moving; we can’t wait to tell the brand's unique story which has been so brilliantly distilled by Julie and the team,” said Miranda Hipwell, CEO at adam&eveDDB.

adam&eveDDB’s first global brand campaign for PUMA will launch in spring 2025. The PUMA account will be led by teams from adam&eveDDB’s London and Berlin offices. 

Portugal, the 2016 European Champions and 2018/19 Nations League Winners, are known for their captivating style of play, which has earned them many fans all over the world and the largest number of followers on social media of any national football federation worldwide.

“Signing a top-tier national team was one of our priorities in football and I am very excited to welcome a team as popular as Portugal to the PUMA Family,” said Arne Freundt, PUMA CEO. “Given the large number of fans all over the world and the great potential of the next generation of this squad, we are looking forward to the upcoming big tournaments such as the 2026 World Cup.”

For PUMA, the deal offers the opportunity to continue writing Portuguese football history. In the 1960s, PUMA became the partner of legendary player Eusébio, known as “O Rei” (“The King”), for whom it created the iconic PUMA KING football boot. Eusébio was the top scorer of the 1966 World Cup when he led his team to a third place in the tournament.

“We were attracted to PUMA because of the way in which they engage with the fans and tell the unique story of every team they work with” said Fernando Gomes, President of the FPF. “We look forward to creating an exciting range of products with them which will resonate with our large fan base all over the world.”

PUMA will unveil the new products and its creative direction for the partnership in early 2025

The space immersed guests in the campaign’s road trip adventure, complete with a replica of Rośe’s motel room set as a standout photo moment. Attendees had the opportunity to delve into the sneaker’s
journey, from archival pieces to recent standout collaborations, while also customizing their own Speedcat
sneakers.
Notable guests, including Emily Ratajkowski, Xavi Simons, Jodie Woods, Avani Gregg, Danielle Guizio, Sami Miro, and friends of the brand, joined the celebration, with DJ Noodles providing the soundtrack. The night wrapped up with an electrifying DJ set by Paris Hilton, framed by the iconic lights of the Las
Vegas Strip. The PUMA Speedcat will be available in classic “Red” and “Black” as well as a new “Pink Blush” version starting November 26 in North America and globally on December 5, 2024, at PUMA.com, PUMA flagship stores, and selected PUMA stockists.
 

Earlier in the evening, PUMA also celebrated the opening of its brand-new Las Vegas Flagship store with PUMA Golfer Rickie Fowler and PUMA Football athlete Xavi Simons for a ceremonial ribbon cutting. The Las Vegas location is PUMA’s second flagship store in North America, the first is located at 609 Fifth
Avenue in New York City. It features an array of lifestyle pieces as well as innovative technology that creates an interactive experience for visitors.

and-mortar location in today's rapidly evolving digital world. 

“I am thrilled that we are opening a state-of-the-art flagship store in Las Vegas as part of our brand elevation strategy. Located along the iconic Las Vegas Strip, this flagship allows us to expand PUMA’s presence in North America to connect with U.S consumers and international visitors alike,” said Arne Freundt, Chief Executive Officer of PUMA. “I believe that our new Las Vegas Flagship is essential for conveying the true character of our PUMA Brand and for creating an immersive, interactive shopping experience as it will redefine in-person shopping by seamlessly merging sports performance, latest fashion trends, and technology.”

Located in the heart of the Las Vegas Strip, this shopping destination reimagines the modern retail experience with a variety of immersive and interactive features powered by cutting-edge technology. Each one has been thoughtfully designed to be fully inclusive and immersive. It offers customers attractions such as a professional F1 racing simulator, an interactive arcade, and a customization studio where customers can personalize apparel and footwear. The store also features the best products PUMA has to offer, including sportstyle, basketball, motorsport, golf, running, training, soccer and kids, as well as collections designed by select brand ambassadors and athletes and various hosted special events and experiences that pay homage to Las Vegas.

“Opening our second North American flagship store in Las Vegas is a big step for PUMA’s growth in North America, especially with the city buzzing for the F1 race,” said Bob Philion, President of PUMA North America. “Las Vegas is a booming sports city that attracts millions of visitors each year and is a global destination for entertainment and fashion. Having a flagship presence in Las Vegas will help us to connect with our customers from all over the world in unique and meaningful ways.”

PUMA’s flagship store is located within BLVD Las Vegas, a new development that is currently the largest standalone retail and entertainment-fueled destination on The Strip. Schimenti Construction, Nathan Colkitt of Colkitt Architecture, and the internal PUMA team led the construction and design of PUMA at BLVD Las Vegas. The development from Gindi Capital, led by CEO Eli Gindi and CFO Jack Braha, offers shoppers and sports enthusiasts access to premier retail shops, rooftop and outdoor entertainment, and easy access to rideshare drop-off and pick-up locations.

Key features of the space include:

• Immersive Motorsports Zone: Highlighting PUMA’s longstanding commitment to motorsports and capitalizing on Las Vegas’ excitement for F1, customers can take the wheel of a professional-grade F1 racing simulator and virtually race down the iconic Las Vegas Strip. 
• Interactive PUMA Arcade: Customers of the flagship are encouraged to check out the interactive PUMA Arcade during their shopping experience, which features RUN, GOLF, and SOCCER experiences. 
• PUMA x YOU customization studio: PUMA has once again partnered with renowned artists and designers to bring its sought-after customization studio to the store. Consumers can create and personalize PUMA footwear, apparel and accessories using patchwork, embroidery, direct to garment printing, LED printing on footwear, and many other creative mediums.
• New Personalizations on the PUMAPP: When shopping on the show floor, customers are encouraged to create a personalized profile on the PUMAPP to engage in an immersive, one-of-a-kind shopping experience. The app also tracks all PUMA Arcade activity and creates shareable content from each user’s experience. 
• Exclusive Vegas-Inspired Apparel: Customers won’t want to miss the VEGAS SHOP, where they can win prizes by pulling the lever on the video wall slot machine, and shop for unique Las Vegas-specific apparel and footwear.
• PUMA SELECT Zone: Shop the latest PUMA SELECT collaborations and step into the realm of exclusive style.

To celebrate the official grand opening of PUMA’s Las Vegas flagship store, PUMA executives were joined by PUMA Golfer Rickie Fowler and PUMA Football athlete Xavi Simons for a ceremonial ribbon cutting on Thursday afternoon. The Las Vegas location is PUMA’s second flagship store in North America, the first is located at 609 Fifth Avenue in New York City. It features an array of lifestyle pieces as well as innovative technology that creates an interactive experience for visitors.

The PUMA Las Vegas flagship, located at 3755 S Las Vegas Blvd, will be open Monday through Sunday, 10 a.m. to 10 p.m. local time. For more information, please visit puma.com.