As PUMA’s COO, Andreas will be in charge of PUMA’s Global Sourcing Operations, including Sustainability and Product Development, IT and Logistics. With this new Board position, PUMA shifts Sourcing, IT, and Logistics under the COO, streamlining responsibilities across the leadership team and organization. Previously, Sourcing was the responsibility of the Chief Product Officer, IT the responsibility of the CFO and Logistics was part of the CEO resort. 

Andreas served as Chief Information Officer at Adidas until June 2025, overseeing the company's technology strategy, systems, applications, and IT services for more than four years. He joined the sports company in 2005 and held several leadership roles. He was based in Hong Kong for 12 years, where he worked in various sourcing positions including Senior Vice President of Global Sourcing.

“I am delighted to welcome Andreas to PUMA as our new Chief Operating Officer,” said Arthur Hoeld, CEO of PUMA. “With his extensive background in IT, sourcing, and supply chain management, he brings the perfect combination of strategic insight and operational excellence. His deep industry experience and expertise will be instrumental in optimizing PUMA’s global operations, driving digital transformation, and strengthening the resilience of our supply chain as we enter our next phase of growth.”

“I’m honored to join PUMA as Chief Operating Officer at such a pivotal time for the company,” said Andreas Hubert. “PUMA is an iconic brand with tremendous potential, and I look forward to working closely with the leadership team to strengthen our operational backbone, accelerate digital innovation, and enhance supply chain agility. Together, we will build a more resilient, customer-centric, and future-ready organization.”

As of September 1, 2025, PUMA’s Management Board will consist of Arthur Hoeld (CEO), Markus Neubrand (Chief Financial Officer), Maria Valdes (Chief Product Officer), Matthias Bäumer (Chief Commercial Officer) and Andreas Hubert (Chief Operating Officer).

Key developments Q2 2025

• Currency-adjusted sales down by 2.0% to € 1,942 million (-8.3% reported)
• Gross profit margin decreases by 70 basis points to 46.1%
• Operating expenses (OPEX) increase by 4.0% to € 915 million
• Adjusted EBIT, excluding one-time costs*, decreases to € -13 million
• Reported EBIT at € -98 million, including one-time costs of € 85 million from the “nextlevel” cost efficiency programme and a goodwill impairment

Lowered Outlook FY 2025

• Currency-adjusted sales decline at low double-digit percentage rate (Previously: Currency-adjusted sales growth at low- to mid-single digit percentage rate)
• For the EBIT (reported) we expect a loss (Previously: EBIT of € 445 million to € 525 million)
• CAPEX of around € 250 million (Previously: € 300 million)
• Outlook includes implications from U.S. Tariffs based on information available as of 
  23 July 2025

Second Quarter 2025

Sales decreased currency-adjusted (ca) by 2.0% to € 1,942.2 million. Currencies were a headwind, negatively impacting sales in euro terms by approximately € 135 million in Q2 2025 (-8.3% reported). Sales in the EMEA region decreased by 3.1% (ca) to € 771.7 million, mainly driven by a softer Europe. In the Americas region, sales decreased by 0.5% (ca) to € 779.9 million due to a decline in North America, while Latin America recorded double-digit growth during the quarter. Sales in the Asia/Pacific region decreased 2.9% (ca) to € 390.5 million, mainly reflecting ongoing softness in Greater China. 

PUMA’s Wholesale business decreased by 6.3% (ca) to € 1,341.2 million, driven by softness in the U.S., China and Europe. Our Direct-to-Consumer (DTC) business grew by 9.2% (ca) to € 601.1 million, led by the e-commerce business which grew 19.4% (ca), while sales in owned & operated retail stores increased 3.4% (ca). The DTC share rose to 30.9%, up from 27.8% in Q2 2024.

Footwear sales increased by 5.1% (ca) to € 1,061.1 million, driven by the Running and Sportstyle categories. Sales in Apparel decreased by 10.7% (ca) to € 597.8 million and Accessories decreased by 6.4% (ca) to € 283.4 million.

The gross profit margin declined by 70 basis points to 46.1%, primarily reflecting increased promotional activity and unfavourable currency effects. This was partially offset by tailwinds from sourcing and freight, as well as a positive impact from distribution channel mix.

Operating expenses (OPEX), excluding one-time costs*, increased by 4.0% to € 914.7 million (Q2 2024: € 879.3 million). The increase was mainly due to accounts receivable write offs of around € 20 million and the continued growth of our DTC business, especially e-commerce, and higher depreciation & amortisation (D&A) from investments in DTC and infrastructure. In addition, currency-related headwinds weighed on the OPEX ratio, which increased by 560 basis points to 47.1% (Q2 2024: 41.5%).

Adjusted EBIT, excluding one-time costs*, decreased to € -13.2 million. (Q2 2024: € 117.2 million) due to a lower gross profit margin and higher OPEX. PUMA incurred one-time costs related to the “nextlevel” cost efficiency programme and a goodwill impairment of € 84.6 million in the second quarter. Consequently, the operating result (reported EBIT) came in at € -97.8 million (Q2 2024: € 117.2 million) and the EBIT margin came in at -5.0% (Q2 2024: 5.5%).

The financial result decreased by 9.4% to € -46.6 million (Q2 2024: € -42.6 million) mainly due to higher net interest expenses. Taxes on income amounted to € -94.7 million (Q2 2024: € -18.4 million). The increase compared to last year was mainly driven by deferred tax assets write-offs in the U.S. and China. Net income attributable to non-controlling interests decreased to € -7.9 million (Q2 2024: € -14.3 million), as a result of a weaker socks and bodywear business in the U.S.

Consequently, net loss came in at € -247.0 million (Q2 2024: € 41.9 million) and earnings per share amounted to € -1.67 (Q2 2024: € 0.28).

First Half Year 2025

Sales decreased by 1.0% (ca) to € 4,018.2 million. Currencies were a headwind, negatively impacting sales in euro terms by approximately € 163 million in H1 2025 (-4.8% reported). Sales in the EMEA region increased by 1.2% (ca) to € 1,663.5 million. The Americasregion recorded a sales decline of 1.6% (ca) to € 1,533.7 million, while sales in the Asia/Pacific region decreased by 3.8% (ca) to € 821.1 million.

PUMA’s Wholesale business declined by 4.9% (ca) to € 2,870.6 million, driven by softness in the U.S., China and Europe. Our Direct-to-Consumer (DTC) business increased by 10.5% (ca) to € 1,147.6 million. Sales in owned & operated retail stores increased 6.0% (ca) and e-commerce increased 18.4% (ca). This resulted in an increased DTC share of 28.6% (H1 2024: 25.6%).

Among product divisions, sales in Footwear increased by 3.7% (ca) to € 2,247.1 million, driven by the Running, Basketball and Sportstyle categories. Apparel decreased by 6.3% (ca) to € 1,192.1 million and Accessories decreased by 6.1% (ca) to € 579.1 million. 

The gross profit margin decreased by 60 basis points to 46.5% (H1 2024: 47.2%). Increased promotional activity, currency effects as well as positive inventory valuation effects in the previous year were a headwind. This was partially offset by tailwinds from sourcing and freight, as well as a positive impact from distribution channel mix.

Operating expenses (OPEX), excluding one-time costs*, increased by 5.5% to € 1,819.6 million (H1 2024: € 1,724.6 million). The increase was mainly due to accounts receivable write offs of around € 20 million and the continued growth of our DTC business, especially e-commerce, and higher depreciation & amortisation (D&A) from investments in DTC and infrastructure. In addition, currency-related headwinds weighed on the OPEX ratio, which increased 440 basis points to 45.3% (H1 2024: 40.9%).

Adjusted EBIT, excluding one-time costs*, decreased by 77.4% to € 62.5 million (H1 2024: € 276.2 million) due to a lower gross profit margin and higher OPEX. PUMA incurred one-time costs related to the “nextlevel” cost efficiency programme and a goodwill impairment of € 102.6 million. Consequently, the reported EBIT came in at € -40.1 million (H1 2024: € 276.2 million) and the EBIT margin came in at -1.0% (H1 2024: 6.5%).

The financial result decreased by 27.7% to € -88.7 million (H1 2024: € -69.4 million) mainly due to higher net interest expenses. Taxes on income amounted to € -98.9 million (H1 2024: € -51.4 million). The increase compared to last year was mainly driven by deferred tax assets write-offs in the U.S. and China in the second quarter. Net income attributable to non-controlling interests amounted to € -19.0 million (H1 2024: € -26.1 million).

Consequently, net loss came in at € -246.6 million (H1 2024: € 129.3 million) and earnings per share amounted to € -1.67 (H1 2024: € 0.86).

Working Capital

The working capital increased by 13.5% to € 1,864.8 million (30 June 2024: € 1,643.7 million). Inventories increased by 9.7% reported and 18.3% currency adjusted to € 2,151.1 million (30 June 2024: € 1,961.1 million) and were primarily impacted by higher inventory levels in our key markets. Trade receivables decreased by 6.2% to € 1,308.8 million (30 June 2024: € 1,394.7 million). Trade payables decreased by 8.1% to € 1,513.8 million (30 June 2024: € 1,647.9 million).

Cash Flow and Liquidity Situation

The free cash flow was at € -642.8 million in the first half of 2025 (H1 2024: € -204.4 million). As of 30 June 2025, PUMA had cash and cash equivalents of € 292.6 million (30 June 2024: € 271.8 million). In addition, the PUMA Group had credit lines totalling € 1,967.4 million as of 30 June 2025 (30 June 2024: € 1,411.7 million). A refinancing project was initiated already towards the end of the previous year, starting with the early renewal and expansion of the revolving credit facility (RCF). Supported by nine participating banks, this secures a committed credit line of € 1.2 billion (previously € 800 million) with a maturity date in December 2030. In addition, a new Schuldschein was issued in the second quarter of 2025, raising an additional € 210 million in financing. Both financing instruments offer competitive terms and are aligned with PUMA’s specific needs. Unutilized credit lines amounted to € 663.8 million as of 30 June 2025 (30 June 2024: € 595.4 million). 

Additionally, PUMA completed the acquisition of shares within the framework of the share buyback programme of PUMA SE on 31 March 2025. Under this programme, a total of 1,687,753 shares were repurchased for € 50 million in the first half of 2025 (H1 2024: 700,413 shares for € 31 million) (excluding incidental transaction costs). 

Lowered outlook 2025

Amid ongoing volatile geopolitical and macroeconomic volatility, PUMA anticipates that both sector-wide and company-specific challenges will continue to significantly impact performance in 2025. Key factors include muted brand momentum, shifts in channel mix and quality, the impact of U.S. Tariffs, and elevated inventory levels. 

Looking ahead, PUMA no longer expects to achieve the currency-adjusted sales growth previously anticipated for the remainder of 2025. The softer topline performance observed in the second quarter is expected to persist for the remainder of 2025, resulting in higher inventory levels. In this context, PUMA will continue to actively reduce inventory levels. Despite ongoing mitigating measures such as supply chain optimization, pricing adjustments and partner collaboration, the U.S. Tariffs are expected to have a mitigated negative impact in 2025 of around € 80 million on gross profit. 

In response to these developments, PUMA has revised its full-year guidance. Currency-adjusted sales are now forecast to decline low double-digit percentage (Previously: low- to mid-single-digit percentage currency-adjusted increase). 

For the EBIT we expect a loss in the full year 2025 (Previously: EBIT of € 445 million to € 525 million), reflecting softer topline development, increased currency headwinds, the impact of the U.S. Tariffs and additional measures, including one-off charges, to further align the cost base in the second half of the year. We are providing an earnings outlook for reported EBIT only.

In response to second quarter performance and the muted growth outlook in the second half of 2025, PUMA has revised its capital expenditure plans for the year and now expects to invest around € 250 million in 2025 (Previously: around € 300 million).

*one-time costs include costs related to the “nextlevel” cost efficiency programme and a goodwill impairment

On a preliminary basis, sales for the second quarter declined currency-adjusted (ca) by 2.0% to € 1,942 million. Currencies were a major headwind, negatively impacting sales in euro terms by approximately € 135 million (-8.3% reported). The sales decline was driven by the key markets North America (ca -9.1%), Europe (ca -3.9%) and Greater China (ca -3.9%). While the sales in the rest of APAC also declined 
(ca -2.4%), Latin America (ca +16.1%), EEMEA (ca +0.5%) continued to grow. From a channel perspective the sales decline was driven by softness in the Wholesale business (ca -6.3%), while the Direct-to-Consumer (DTC) business increased (ca +9.2%), led by double-digit growth in E-Commerce. The growth in PUMA’s Footwear business (ca +5.1%), was more than offset by a decline in Apparel (ca -10.7%) and Accessories (-6.4%).

The gross profit margin declined by 70 basis points to 46.1%, primarily reflecting increased promotional activity and unfavourable currency effects. This was partially offset by tailwinds from sourcing and freight, as well as a positive impact from distribution channel mix. The second quarter adjusted EBIT, excluding one-time costs*, decreased to € -13.2 million. In addition to the overall softer topline development, the decline in adjusted EBIT was mainly driven by the lower gross profit margin. PUMA incurred one-time costs* of € 84.6 million in the second quarter. Taxes on income amounted to € -94.7 million.The increase compared to last year was mainly driven by deferred tax assets write-offs in the U.S. and China. The net loss came in at € -247.0 million.

Preliminary currency-adjusted sales in the first half year 2025 declined by 1.0% (ca) to € 4,018 million (-4.8% reported). The gross profit margin decreased by 60 basis points to 46.5%. The adjusted EBIT, excluding one-time costs*, decreased to € 62.5 million. During the first half year 2025, PUMA incurred one-time costs* of € 102.6 million. The net loss came in at € -246.6 million. 

Inventories increased by 9.7% reported and 18.3% currency-adjusted to € 2,151 million and were primarily impacted by higher inventory levels in our key markets. 

Amid ongoing volatile geopolitical and macroeconomic volatility, PUMA anticipates that both sector-wide and company-specific challenges will continue to significantly impact performance in 2025. Key factors include muted brand momentum, shifts in channel mix and quality, the impact of U.S. Tariffs, and elevated inventory levels. 

Looking ahead, PUMA no longer expects to achieve the currency-adjusted sales growth previously anticipated for the remainder of 2025. The softer topline performance observed in the second quarter is expected to persist for the remainder of 2025, resulting in higher inventory levels. In this context, PUMA will continue to actively reduce inventory levels. Despite ongoing mitigating measures such as supply chain optimization, pricing adjustments and partner collaboration, the U.S. Tariffs are expected to have a mitigated negative impact in 2025 of around € 80 million on gross profit. 

In response to these developments, PUMA has revised its full-year guidance. Currency-adjusted sales are now forecast to decline low double digit percentage (Previously: low- to mid-single-digit percentage currency-adjusted increase). 

For the EBIT we expect a loss in the full year 2025 (Previously: EBIT of € 445 million to € 525 million), reflecting softer topline development, increased currency headwinds, the impact of the U.S. Tariffs and additional measures, including one-off charges, to further align the cost base in the second half of the year. We are providing an earnings outlook for reported EBIT only.

In response to second quarter performance and the muted growth outlook in the second half of 2025, PUMA has revised its capital expenditure plans for the year and now expects to invest around € 250 million in 2025 (Previously: around € 300 million).

*one-time cost include cost related to the “nextlevel” cost efficiency programme, goodwill impairments and other one-time costs

 The financial results are preliminary and unaudited. 

Media Relations:

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

Investor Relations:

Oliver Maier – Interim Director Investor Relations – PUMA SE – oliver.maier.ext@puma.com

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 today announces preliminary results for the second quarter 2025 and revises its financial outlook for the full year 2025, due to a softer than anticipated topline development and including the expected implications from U.S. Tariffs based on information available as of 23 July 2025. 

Softer than anticipated topline development in our key markets (North America, Europe and Greater China) affected PUMA’s sales and earnings performance in the second quarter. As a result, adjusted EBIT came in below expectations in the second quarter. On a preliminary basis, sales for the second quarter declined by 2.0% currency-adjusted (ca) to € 1,942.2 million (-8.3% reported). Adjusted EBIT, excluding one-time costs*, decreased to € -13.2 million. In addition to the overall softer topline development, the decline in adjusted EBIT was mainly driven by the lower gross profit margin. PUMA incurred one-time costs* of € 84.6 million in the second quarter. Net loss for the quarter amounted to € -247.0 million.

Looking ahead, PUMA no longer expects to achieve the currency-adjusted sales growth previously anticipated for the remainder of 2025. The softer topline performance seen in the second quarter is expected to persist for the remainder of 2025, resulting in higher inventory levels. In this context, PUMA will continue to actively reduce inventory levels. In addition, the company also expects ongoing macroeconomic challenges, as well as the mitigated negative impact of U.S. Tariffs (around € 80 million on gross profit), to affect performance throughout the year.

In response to these developments, PUMA has revised its full-year guidance. Currency-adjusted sales are now forecast to decline low double digit percentage (Previously: low- to mid-single-digit percentage currency-adjusted increase). 

For the EBIT , we expect a loss in the full year 2025 (Previously: EBIT of € 445 million to € 525 million), reflecting softer topline development, increased currency headwinds, the impact of the U.S. Tariffs and additional measures, including one-off charges, to further align the cost base in the second half of the year. We are providing an earnings outlook for reported EBIT only.

In response to second quarter performance and the muted growth outlook in the second half of 2025, PUMA has revised its capital expenditure plans for the year and now expects to invest around € 250 million in 2025 (Previously: around € 300 million). 

*one-time costs include costs related to the “nextlevel” cost efficiency programme, goodwill impairments and other one-time costs

The financial results are preliminary and unaudited. 

Media Relations:

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

Investor Relations:

Oliver Maier – Interim Director Investor Relations – PUMA SE – oliver.maier.ext@puma.com

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

Key developments Q1 2025

• Currency-adjusted sales up by 0.1% to € 2,076 million (-1.3% reported)
• Gross profit margin decreases by 60 basis points to 47.0%
• Operating expenses (OPEX) increase by 7.1% to € 905 million
• Adjusted EBIT excluding one-time costs decreases by 52.4% to € 76 million
• EBIT at € 58 million, including one-time costs of € 18 million from the nextlevel cost efficiency programme
• Nextlevel Update: Reduction of about 500 staff positions expected to be completed by end of Q2. Efficiency initiatives started for unprofitable owned & operated retail stores, indirect procurement, sourcing and IT
• PUMA appoints Arthur Hoeld as CEO (effective 01 July 2025) and Matthias Bäumer as Chief Commercial Officer (effective 01 April 2025)

Outlook FY 2025

• Currency-adjusted sales growth at low- to mid-single digit percentage rate
• Adjusted EBIT excluding one-time costs in a range between € 520 million and € 600 million
• CAPEX of around € 300 million
• Maintained outlook excludes potential implications from U.S. tariffs announced after PUMA’s initial outlook on 11 March 2025

First Quarter 2025

Sales grew currency-adjusted (ca) by 0.1% to € 2,076.0 million (-1.3% reported). Sales in the EMEA region increased by 5.1% (ca) to € 891.7 million, driven by double-digit growth in EEMEA. In the Americas region, sales decreased by 2.7% (ca) to € 753.7 million due to a decline in North America, while Latin America recorded double-digit growth during the quarter. Sales in the Asia/Pacific region decreased 4.7% (ca) to € 430.5 million, reflecting ongoing softness in Greater China. 

PUMA’s Wholesale business decreased by 3.6% (ca) to € 1,529.5 million. As anticipated, the softness was mainly driven by the U.S. and China. Our Direct-to-Consumer (DTC) business grew by 12.0% (ca) to € 546.5 million, led by the e-commerce business which grew 17.3% (ca), while sales in owned & operated retail stores increased 8.9% (ca). The DTC share rose to 26.3%, up from 23.5% in Q1 2024.

Footwear sales increased by 2.4% (ca) to € 1,186.0 million, driven by the Running, Basketball and Sportstyle categories. Sales in Apparel decreased by 1.5% (ca) to € 594.3 million while Accessories decreased by 5.7% (ca) to € 295.7 million due to Golf.

The gross profit margin decreased by 60 basis points to 47.0% (Q1 2024: 47.5%). Positive inventory valuation effects in the previous year as well as currency effects were a headwind. This was partially offset by tailwinds from sourcing, along with a favourable effect from the product and distribution channel mix. 

Operating expenses (OPEX), excluding nextlevel related one-time costs, increased by 7.1% to € 904.9 million (Q1 2024: € 845.3 million). The increase was mainly due to the continued growth of our DTC business, especially e-commerce, and higher depreciation & amortisation (D&A) from investments in DTC and infrastructure. In addition, currency-related headwinds and timing of marketing activities weighed on the OPEX ratio, which increased by 340 basis points to 43.6% (Q1 2024: 40.2%).

Adjusted EBIT, excluding nextlevel related one-time costs, decreased by 52.4% to 
€ 75.7 million (Q1 2024: € 159.0 million) due to a lower gross profit margin and higher OPEX. PUMA incurred one-time costs of € 18.0 million in the first quarter as part of its nextlevel cost efficiency programme. These costs were mainly associated with personnel expenses and other one-time non-operating costs. Consequently, the operating result (EBIT) decreased by 63.7% to € 57.7 million (Q1 2024: € 159.0 million) and the EBIT margin came in at 2.8% 
(Q1 2024: 7.6%).

The financial result decreased by 56.8% to € -42.0 million (Q1 2024: € -26.8 million) mainly due to higher net interest expenses. Taxes on income amounted to € -4.2 million (Q1 2024: 
€ -33.0 million) with a tax rate of 26.5% (Q1 2024: 25.0%) driven by higher withholding taxes and a different profit mix. Net income attributable to non-controlling interests was at 
€ -11.1 million (Q1 2024: € -11.8 million).

Consequently, net income came in at € 0.5 million (Q1 2024: € 87.3 million) and earnings per share amounted to € 0.00 (Q1 2024: € 0.58)

Working Capital

The working capital increased by 12.8% to € 2,081.6 million (31 March 2024: € 1,845.7 million). Inventories increased by 16.3% to € 2,076.1 million (31 March 2024: € 1,785.6 million), mainly driven by a strong increase of goods in transit. Trade receivables increased by 5.9% to € 1,517.6 million (31 March 2024: € 1,432.5 million). Trade payables increased by 17.3% to € 1,434.9 million (31 March 2024: € 1,222.8 million), in line with the increase of inventories.

Share Buyback 

On 31 March 2025, PUMA completed the acquisition of shares within the framework of the share buyback programme of PUMA SE, which started on 7 March 2024. Under this programme, a total of 2,816,714 shares were repurchased, representing approx. 1.88% of the company's nominal share capital. The average purchase price per share paid on the stock exchange was € 35.50. The total price of the acquired shares amounted to € 100 million (excluding incidental transaction costs).

Brand & Product Update

• PUMA launches “Go Wild”, its biggest brand campaign to date, with a first chapter dedicated to running
• PUMA inspires runners to set new personal bests at the Boston and London Marathon with its fastest-ever racing shoe, the Fast-R NITROTM Elite 3
• PUMA athlete and pole vault world record holder Armand “Mondo” Duplantis wins Laureus World Sportsman of the Year Award
• PUMA becomes official partner of the Premier League, the most-watched football league globally
• PUMA’s Speedcat Ballet, featuring K-pop star Rosé in a global campaign, ranked in the top 3 of the LYST index
• PUMA and HYROX, the world series of fitness racing, launch first joint collection to include co-branded footwear as well as performance apparel
• PUMA reaches goal of making 9 out of 10 products with recycled or certified materials in 2024

Outlook 2025

In a challenging environment, PUMA’s performance for the first quarter of 2025 was broadly in line with expectations. The company continues to focus on its controllables and expects currency-adjusted sales to grow in the low- to mid-single-digit percentage range in the financial year 2025. 

PUMA continues to execute the nextlevel cost efficiency programme which is expected to incur one-time costs of up to € 75 million in 2025. These one-time costs are related to the closure of unprofitable owned & operated retail stores, restructuring expenses and other one-time non-operating costs. In return, the company expects to generate additional EBIT of up to € 100 million in 2025. 

To better reflect the underlying business performance, the company is providing an adjusted EBIT outlook for 2025, which excludes one-time costs related to the nextlevel cost efficiency programme. Accordingly, PUMA expects an adjusted EBIT in the range of € 520 million to € 600 million for the financial year 2025 (2024: € 622.0 million). 

PUMA acknowledges the ongoing changes to the additional U.S. tariffs announced recently. At this stage, the outcome of these developments remains highly uncertain and therefore this outlook does not include potential implications from tariffs announced after PUMA’s initial outlook on 11 March 2025.

PUMA plans to continue investing in its retail store network and e-commerce business, along with warehouse and digital infrastructure, to enable its long-term growth objectives and therefore anticipates capital expenditures (CAPEX) of around € 300 million in 2025 (2024: € 263.0 million).

While the environment remains volatile, the company continues to focus on its controllables. PUMA is committed to addressing short-term challenges while continuing to prioritise investments into the brand and infrastructure as foundation for mid- to long-term success.

Financial Calendar:

21 May 2025                                     Annual General Meeting

31 July 2025                                     Interim Report Q2 2025

30 October 2025                              Quarterly Statement Q3 2025

The financial releases and other financial information are available on the Internet at “about.puma.com“.

Sports company PUMA announces its outlook for the financial year 2025.

PUMA anticipates ongoing geopolitical tensions and economic challenges in 2025, especially trade disputes and currency volatility. Against this backdrop, PUMA expects currency adjusted sales to grow in the low- to mid-single-digit percentage range.

Due to its nextlevel cost efficiency programme, PUMA expects to incur one-time costs of up to € 75 million in 2025. In return, the company expects to generate additional EBIT of up to € 100 million in 2025 compared to 2024. The net contribution from the nextlevel cost efficiency programme to EBIT in 2025 is projected to be up to € 25 million. 

In order to provide a reliable outlook for the underlying performance of the business, the company provides an adjusted EBIT outlook for 2025, excluding one-time costs. PUMA expects an adjusted EBIT in the range of € 520 million to € 600 million for the financial year 2025. Including one-time costs of up to € 75 million from the nextlevel programme, EBIT in 2025 is expected to range between € 445 million and € 525 million (2024: € 622 million).

For Q1, PUMA anticipates currency-adjusted sales growth to be low-single-digit below last year’s level, primarily due to a soft performance in the U.S. and China. Due to inventory valuation effects in the previous year, a higher OPEX run rate and a different phasing of marketing expenses, adjusted EBIT is projected to be around € 70 million. Including one-time costs, Q1 EBIT is expected to be significantly below previous year’s level (Q1 2024: € 159.0 million). 

For the financial year 2024, with a net income of € 281.6 million and considering the executed share buyback of € 50 million, the Management Board and the Supervisory Board of PUMA SE will propose a dividend distribution of € 0.61 at the Annual General Meeting on 21 May 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

Key developments Q4 2024

• Currency-adjusted sales increase by 9.8% to € 2,289 million (+15.5% reported)
• Gross profit margin increases by 30 basis points to 47.3%
• Operating expenses (OPEX) increase by 15.8% to € 982 million, mainly due to the previous year's lower base from the Argentine peso devaluation
• Operating result (EBIT) increases by 15.3% to € 109 million

Key developments FY 2024

• Currency-adjusted sales increase by 4.4% to € 8,817 million (+2.5% reported)
• Growth recorded across all regions, product divisions and distribution channels
• Gross profit margin up by 100 basis points to 47.4% despite currency headwinds
• Operating expenses (OPEX) increase by 5.2% to € 3,580 million
• Operating result (EBIT) remains flat at € 622 million with an EBIT margin of 7.1%
• Net income declines by 7.6% to € 282 million, mainly driven by higher net interest expenses and non-controlling interests
• Inventories increase by 11.6% to € 2,014 million to adequate levels, driven by a strong increase in goods in transit to serve the new product cycle in 2025
• Free cash flow increases by 25.8% to € 464 million
• Proposed dividend of € 0.61 per share and 2024 share buyback of € 50 million will result in total payout of 50% of net income

Outlook FY 2025:

• Currency-adjusted sales growth at low- to mid-single digit percentage rate
• Adjusted EBIT excluding one-time costs in a range between € 520 million and € 600 million
• CAPEX of around € 300 million

Fourth Quarter 2024

Sales grew currency-adjusted (ca) by 9.8% to € 2,289.4 million (+15.5% reported), showing an improvement throughout the year. Sales growth came from all regions, product divisions, and distribution channels. As anticipated, currencies shifted from a headwind to a tailwind in the fourth quarter.

Sales in the EMEA region increased by 14.6% (ca) to € 796.5 million, driven by double-digit growth in Europe and EEMEA. In the Americas region, sales increased by 6.5% (ca) to € 986.3 million with both North America and Latin America contributing to the growth. Latin America’s growth during the quarter, however, was impacted by backlog constraints from warehouse operations in the previous quarter. The Asia/Pacific region recorded sales growth of 9.5% (ca) to € 506.6 million, reflecting stronger growth when compared to the first nine months of 2024 despite an ongoing softness in Greater China. 

PUMA’s Wholesale business grew by 6.9% (ca) to € 1,525.8 million. The emphasis on sell-through in the first half of 2024 laid the foundation for increased sell-in during the second half of 2024. Our Direct-to-Consumer (DTC) business grew by 16.1% (ca) to € 763.5 million, which is in line with the year-to-date trend and reflects the continued brand momentum. Sales in owned & operated retail stores increased 12.8% (ca), while e-commerce grew 22.0% (ca). Consequently, the DTC share rose to 33.4%, up from 31.6% in Q4 2023.

Sales in Footwear increased by 9.2% (ca) to € 1,214.8 million, driven by growth in Performance, primarily in the Running category, and in Sportstyle driven by Core and Kids business. Additionally, the elevated Sportstyle Select business also contributed to the growth. Sales in Accessories grew by 14.5% (ca) to € 338.0 million and Apparel increased by 8.8% (ca) to € 736.5 million.

The gross profit margin improved by 30 basis points to 47.3% (Q4 2023: 47.0%). Currency effects and sourcing were a tailwind in the quarter, although this was partially offset by a generally more promotional environment. 

Operating expenses (OPEX) increased by 15.8% to € 982.2 million (Q4 2023: € 848.0 million). The increase was primarily driven by a lower base resulting from the Argentine peso devaluation in the previous year's quarter, an increased DTC share, and investments in infrastructure. The OPEX ratio increased by 10 basis points to 42.9% (Q4 2023: 42.8%).

The operating result (EBIT) increased by 15.3% to € 108.9 million (Q4 2023: € 94.4 million) due to sales growth and gross profit margin improvement. The EBIT margin came in at 4.8% (Q4 2023: 4.8%).

The financial result improved by 35.1% to € -43.5 million (Q4 2023: € -67.1 million). This improvement was mainly driven by a lower base in the fourth quarter last year, which was impacted by negative conversion effects from valuation losses related to the devaluation of the Argentine peso. Tax expenses increased to € 20.7 million (Q4 2023: € 4.9 million) and the tax rate was at 31.7% (Q4 2023: 18.0%) mainly due to a different regional profit mix and adjustments in tax rates.

Consequently, net income came in at € 24.5 million (Q4 2023: € 0.8 million) and earnings per share amounted to € 0.16 (Q4 2023: € 0.01).

Full Year 2024

Sales increased by 4.4% (ca) to € 8,817.2 million, supported by growth in all regions, product divisions and distribution channels (+2.5% reported). As anticipated, currencies were a major headwind in 2024, negatively impacting sales in euro terms by approximately € 150 million.

The Americas region recorded the highest growth with sales increasing by 7.0% (ca) to € 3,536.0 million, driven by both Latin America and North America. This was followed by the Asia/Pacific region, which recorded a sales increase of 3.8% (ca) to € 1805.5 million. All major markets within Asia/Pacific, including Greater China, Japan, and India, contributed to this growth. The EMEA region also saw a sales increase of 2.1% (ca), reaching € 3,475.7 million, driven by Europe and EEMEA.

PUMA’s Wholesale business grew by 0.4% (ca) to € 6,391.8 million due to a strong focus on sell-through in the first half of 2024, setting up for better sell-in in the second half of 2024. The Direct-to-Consumer (DTC) business increased by 16.6% (ca) to € 2,425.4 million, driven by brand demand and the opening of new stores. Owned & operated retail stores sales grew 14.2% (ca), while e-commerce increased 21.1% (ca). This resulted in a DTC share of 27.5% (FY 2023: 24.8%).

Sales in Footwear increased by 5.4% (ca) to € 4,733.6 million. This was driven by growth in the Sportstyle Core and Kids business as well as Performance categories, mainly Running and Teamsport. Meanwhile, Sportstyle Prime remained in transition throughout 2024. Apparel grew by 3.7% (ca) to € 2,813.9 million, led by the Teamsport business, while Accessories increased by 2.0% (ca) to € 1269.7 million. 

The gross profit margin increased by 100 basis points to 47.4% (FY 2023: 46.3%). Headwinds from currencies and promotional activities were more than offset by a favourable product and distribution channel mix as well as tailwinds from sourcing and freight. 

Operating expenses (OPEX) increased by 5.2% to € 3,580.2 million (FY 2023: € 3,403.5 million), mainly due to growth in our DTC business and investments in warehouse and digital infrastructure.Consequently, the OPEX ratio increased by 100 basis points to 40.6% (FY 2023: 39.6%).

The operating result (EBIT) came in at € 622.0 million which is at last year’s level (FY 2023: € 621.6 million). This resulted in an EBIT margin of 7.1% (FY 2023: 7.2%), as gross profit margin improvements were offset by increased OPEX.

The financial result decreased by 11.4% to € -159.7 million (FY 2023: € -143.3 million) mainly due to an increase in net interest expenses and higher currency related losses. Tax expenses increased by 1.9% to € 120.0 million (FY 2023: € 117.8 million) and the tax rate was at 25.9% (FY 2022: 24.6%). Net income attributable to non-controlling interests increased to € 60.7 million (FY 2023: € 55.7 million) as a result of improved profits in the socks and bodywear business in the U.S.

Consequently, net income decreased by 7.6% to € 281.6 million (FY 2023: € 304.9 million) and earnings per share amounted to € 1.89 (FY 2023: € 2.03).

Working Capital

The working capital increased by 8.6% to € 1,278.2 million (31 December 2023: € 1,177.3 million). Inventories increased by 11.6% to € 2,013.7 million (31 December 2023: € 1,804.4 million), driven by a strong increase in goods in transit to serve the new product cycle in 2025. The Group's total inventory remains at adequate levels, while quality has further improved. Trade receivables increased by 11.5% to € 1,246.5 million (31 December 2023: € 1,118.4 million). Trade payables increased by 26.2% to € 1,893.5 million (31 December 2023: € 1,499.8 million) due to an increase in goods in transit and a lower comparison base in the prior year.

Cash Flow and Liquidity Situation

The free cash flow increased by 25.8% to € 464.3 million in 2024 (FY 2023: € 369.0 million). On 31 December 2024, PUMA had cash and cash equivalents of € 368.2 million, a decrease of 33.4% compared to 2023 (31 December 2023: € 552.9 million). Net borrowings on 31 December 2024 were € 119.8 million, up € 100.7 million from € 19.1 million on 31 December 2023. This increase is mainly driven by share buybacks, higher lease liability payments, and interest expenses partially offset by the improved free cash flow. In addition, the PUMA Group had credit lines totalling € 1,842.9 million as of 31 December 2024 (31 December 2023: € 1,552.8 million). Credit lines rose by € 290.1 million due to an extended revolving credit facility until December 2029, which increased from € 800 million to € 1,200 million. Unutilised credit lines were at € 1,360.2 million on the balance sheet date compared to € 986.1 million at the end of 2023.
 

Capital Expenditure

Investments in fixed assets decreased to € 263.0 million (FY 2023: € 300.4 million), driven by an increased focus to optimise the return on capital employed. In 2024, investments focused on owned & operated retail stores, warehouse and digital infrastructure to enable future growth. 
 

Share Buyback & Dividend

Upon approval of the proposed dividend by the Annual General Meeting and in line with its policy, PUMA will have returned in total 50% of the net income to its shareholders through dividends and share buybacks in the financial year 2024.

The share buyback programme announced by PUMA SE on 29 February 2024 began on 06 March 2024. As of 31 December 2024, a total of 1,128,961 shares were repurchased for € 50 million at an average price of € 44.29 per share, representing 0.75% of the subscribed capital and 17.8% of the Group’s net income in the financial year 2024.  In total, under the current programme, PUMA plans to buy back own shares for up to € 100 million between 06 March 2024 and 06 May 2025.

The net income of € 281.6 million in the financial year 2024 and the execution of € 50 million from the share buyback programme, enables the Management Board and the Supervisory Board of PUMA SE to propose to the Annual General Meeting on 21 May 2025 the distribution of a dividend of € 0.61 per share for the financial year 2024 (FY 2023: € 0.82). This corresponds to a dividend payout ratio of 32.2% (FY 2023: 40.3%) of the Group’s net income and is in line with the dividend policy payout ratio of 25% - 40%. The payment of the dividend is scheduled for the days following the Annual General Meeting when the dividend will be approved. 
 

Strategy Update

As we continue to operate in a challenging and volatile environment, which is expected to weigh on consumer sentiment and demand in key markets, we will fully focus on our controllables. This includes executing our brand elevation strategy to create the foundation for sustainable and accelerated growth, further improving our distribution quality, and taking decisive actions with our next level programme to address our cost basis. With our high organizational agility, we feel well prepared to manage the increased volatility of the market, react quickly to changing conditions, and find the best solutions to serve our retail partners, consumers, and brand ambassadors.

Brand and Product

In 2024, the Year of Sport with major events, including the Olympic Games and Euro 2024, we made good progress with our brand elevation strategy. This strategy is our basis to achieve long-term, sustainable growth and to grow faster than the market.

PUMA’s brand elevation strategy consists of three elements: establishing a distinctive brand DNA, strengthening PUMA’s performance credibility, and strengthening our relevance in the Sportstyle Prime business.
 

Establishing a distinctive brand DNA

• PUMA’s first brand campaign in 10 years’ time “See the Game Like We Do” establishes a strong connection with consumers, creates great brand visibility and improves brand awareness and consideration
• Unaided Brand Awareness increased globally since campaign launch in April – particularly in USA
• PUMA will further increase its media spend in its upcoming brand campaign which will feature the sharpened brand DNA in 2025 
   

Strengthening our Performance Credibility through Innovation

Teamsport

• Eighth edition of the FUTURE football boot, made for creative players, offers new FUZIONFIT upper for an adaptive fit and a new FLEXGILITY outsole to enable enhanced rotation and flexibility in all directions
• Fifth edition of the ULTRA, made for the fastest football players, features a cutting-edge innovation with a full carbon fibre outsole inspired by the world of Formula 1
• PUMA signs long-term agreement with the Portuguese Football Federation (FPF), one of the world’s most popular national teams

Running & Training

• PUMA is back on the podium of World Marathon Majors with its Deviate NITROTM-Elite 3 and Fast-R2, featuring PUMA’s award-winning NITROTM foam
• PUMA presents new innovation with MagMax, featuring 46mm stack of NITROTM foam, designed for runners who look for unrivalled underfoot comfort
• Paris Olympics 2024 were the most successful in PUMA’s history with PUMA athletes winning 66 medals, including 19 Gold in Olympics and Paralympics, all of them wearing PUMA NITROTM- Technology
• Yaroslava Mahuchikh and Armand “Mondo” Duplantis crowned 2024 European Athletes of the Year
• PUMA announces worldwide partnership with HYROX, the world series of fitness racing to tackle its opportunities in the training category

Basketball

• Fourth edition of LaMelo Ball’s innovative signature shoe MB.04 continues to be a bestseller with the next generation of consumers
• PUMA signs NBA All Star Tyrese Haliburton, who is well recognized for his style of play and fashion by many fans in the U.S. and China
• Visionary designer Salehe Bembury joins PUMA to design next signature basketball shoe

Motorsport

• PUMA announces long-term strategic partnership with F1 Scuderia Ferrari HP Team and signs endorsement deal with driver Charles Leclerc as global brand ambassador
• PUMA joins Aston Martin Aramco Formula One® Team as official sportswear, athleisure, and technical gear partner

Golf

• PUMA reimagines the golf cleat with the Flexspike technology featured in the new PHANTOMCAT NITROTM shoe to offer better grip and weight distribution
• LIMIT3D, the first commercially available set of innovative 3D-printed irons, becomes a sell-out success
• Tour wins for ambassadors Angel Hidalgo, Ewen Ferguson, Jesper Svensson und Chiara Tamburlini
   

Strengthening our Relevance in Sportstyle Prime

• PUMA scaled models Palermo and Suede XL to maximize opportunities from the prevalent terrace and skate trends
• PUMA successfully establishes heat around low-profile trend and particularly the Speedcat with Lyst Index ranking the shoe as top 3 of “hottest products” in global fashion in third quarter
• Development of sell through and demand for Speedcat has continued to build up month over month
• Renowned K-Pop artist Rosé joins PUMA as global brand ambassador to support classic franchises, including the Palermo and Speedcat, first collaboration with PUMA creates large social media stir in China
• Collaboration with music artist and designer A$AP Rocky named “Collaboration of the Year” by Footwear News
• PUMA hosted catwalk at New York Fashion Week to celebrate the return of the incomparable Mostro sneaker
• NBA-Star LaMelo Ball’s first lifestyle shoe LaFrancé resonates strongly with consumers
• PUMA opens creative hub Studio 48 in Los Angeles to create concepts for new products and campaigns with clear focus on US

Distribution

In line with our brand elevation strategy, we aim to continuously enhance our distribution quality, both in wholesale and our own & operated retail.

We remain committed to providing the best service to our retail partners in the industry. We are pleased with the progress made in 2024, gaining market shares with our retail partners at the sharp end of performance and sportstyle. Winning with these strategic accounts is crucial for building our performance credibility and brand heat. With a clear go-to-market and segmentation strategy, we offer all retail partners the best service and collaborate closely with them on product strategies to excite consumers with newness and compelling product stories.

In our own and operated retail, we also focus on elevating the brand. Our new flagship stores, such as the one in Las Vegas, allow us to showcase our brand fully and build further brand preference with our consumers. Additionally, we are investing in our e-commerce business, as it is an integral part of the consumer journey. Our outlet business provides an entry point to our brand for consumers and helps keep the market clean of excess inventories.
 

 “Nextlevel” Efficiency Programme

In February 2025, PUMA initiated the efficiency programme “nextlevel” to complement its brand elevation strategy in order to translate its growth into incremental profitability with the aim to achieve an EBIT margin of 8.5% by 2027.

“Nextlevel” focuses on three areas:

• Gross Margin: Improve its Gross Profit Margin by reducing the product complexity and  realizing further sourcing efficiencies

• OPEX: Optimize cost base, including personnel expenses, through indirect procurement improvements and better resource allocation in line with our strategic growth areas to generate operational leverage

• Free Cash Flow: Improve our working capital and our capital allocation toward strategic investments that drive growth

The programme will further strengthen PUMA’s competitiveness as part of the freed-up resources will also be reinvested into the brand and product. 

Sustainability

• ‘Vision 2030’ sustainability goals outline PUMA’s strategy in Climate, Circularity and Human Rights and build on strong progress already made in the past years
• PUMA’s ongoing progress as leader in the field of sustainability is recognized by many prestigious awards, among others from from CDP, Material Change Index, and Financial Times for Good Index
• PUMA’s recycling Innovation RE:FIBRE successfully scaled up to make millions of replica football jerseys
   

People

• PUMA becomes only company worldwide to be named Top Employer in 50 different countries and globally in 2025
• PUMA 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

Outlook 2025

In 2024, PUMA achieved sales growth across all regions and product divisions and improved its gross profit margin, while the operating result (EBIT) remained stable. PUMA focused on its strategic priorities of brand elevation to improve its full price realization in the future and on building the foundation for sustainable growth by strengthening its performance business and building consumer relevance in the Sportstyle Prime market. 

In 2025, PUMA anticipates that geopolitical tensions and macroeconomic challenges will continue, especially trade disputes and currency volatility, which is expected to weigh on consumer sentiment and demand in key markets. Against this backdrop, PUMA expects currency adjusted sales to grow in the low- to mid-single-digit percentage range in the financial year 2025. While the environment remains volatile and challenging, the company will continue to focus on its controllables, executing its brand elevation strategy and taking decisive actions to address its cost basis with its nextlevel programme.

The nextlevel cost efficiency programme is expected to incur one-time costs of up to € 75 million in 2025, which are related to the closure of unprofitable owned & operated retail stores, restructuring expenses and other one-time non-operating costs. In return, the company expects to generate additional EBIT of up to € 100 million in 2025. 
The net contribution from the nextlevel cost efficiency programme to EBIT in 2025 is projected to be up to € 25 million.

In order to provide a reliable outlook for the underlying performance of the business, the company provides an adjusted EBIT outlook for 2025, excluding one-time costs. Considering the one-time costs and net contribution from the nextlevel programme, continued investments in marketing, retail stores and infrastructure, PUMA expects an adjusted EBIT in the range of € 520 million to € 600 million for the financial year 2025 (2024: € 622.0 million). 

PUMA plans to continue investing in its retail store network and e-commerce business, along with warehouse and digital infrastructure, to enable its long-term growth objectives and therefore anticipates capital expenditures (CAPEX) of around € 300 million in 2025 (2024: € 263.0 million).

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

Key developments Q3 2024

• Currency-adjusted sales up 5.0%, with growth supported by all three regions Americas, Asia/Pacific and EMEA 
• Currency-adjusted sales growth driven by Footwear and Wholesale returns to growth
• Sales in euro terms remain flat at € 2,308 million with ongoing currency headwinds
• Gross profit margin improves by 80 basis points to 47.9% 
• Operating expenses (OPEX) increase by 1.1% to € 873 million
• Operating result (EBIT) up by 0.3% to € 237 million 
• 2024 outlook confirmed: currency-adjusted sales growth at a mid-single-digit percentage rate and EBIT in a range between € 620 million and € 670 million 

Sales grew currency adjusted (ca) by 5.0% to € 2,308.2 million, supported by growth in the Americas, Asia/Pacific and EMEA. Currencies continued to be a headwind, negatively impacting sales in euro terms by approximately € 100 million in Q3 2024 (-0.1% reported growth rate).

Sales in the Americas region increased by 11.4% (ca) to € 872.2 million, with the U.S. and Latin America contributing to the growth. As anticipated, the U.S. market returned to growth in Q3. Latin America grew during the quarter, while continuing to be impacted by the ramp-up of warehouse operations. The Asia/Pacific region recorded sales growth of 3.0% (ca) to € 430.4 million, showing a sequential improvement despite softer consumer demand in Greater China. In the EMEA region, sales increased by 0.8% (ca) to € 1,005.5 million, driven by continued growth in Europe, which was partially offset by a decline in EEMEA due to muted consumer sentiment in the Middle East and a strong prior year quarter (EEMEA grew +64% ca in Q3 2023).

PUMA’s Wholesale business returned to growth, improving by 1.5% (ca) to € 1,728.2 million. The strong focus on sell-through in the first half of 2024 laid the foundation for a stronger sell-in in the second half of 2024. Our Direct-to-Consumer (DTC) business grew in line with the strong year-to-date trajectory by 17.0% (ca) to € 580.0 million, which reflects the continued brand momentum. Sales in owned & operated retail stores increased 12.8% (ca) and e-commerce increased 26.4% (ca). This resulted in an increased DTC share of 25.1% (Q3 2023: 22.7%).

Sales in Footwear increased by 9.3% (ca) to € 1,240.3 million, driven by growth in Performance, led by Football and Running, and in Sportstyle, led by Core and Kids. Sales in Accessories grew by 2.9% (ca) to € 304.2 million, while Apparel decreased by 0.7% (ca) to 
€ 763.6 million.

The gross profit margin improved by 80 basis points to 47.9% (Q3 2023: 47.1%). The continued improvement was based on a favourable product mix, freight and sourcing prices. This was partially offset by ongoing currency headwinds and higher promotional activities in certain markets in Latin America and EEMEA.

Operating expenses (OPEX) increased by 1.1% to € 873.4 million (Q3 2023: € 863.7 million). The increase was mainly driven by the continued growth of our DTC business, warehouse ramp-up costs and digital infrastructure projects. This was partially offset by lower bonus-related marketing payments and a shift of marketing investments to Q4 2024, while non-demand generating costs continued to be strictly controlled. Currency headwinds also weighed on the OPEX ratio, which increased by 50 basis points to 37.8% (Q3 2023: 37.4%).

The operating result (EBIT) increased by 0.3% to 237.0 million (Q3 2023: € 236.3 million), mainly due to an improved gross profit margin. The EBIT margin came in at 10.3% (Q3 2023: 10.2%).

The financial result amounted to € -46.7 million (Q3 2023: € -45.5 million), which is in line with the prior year. 

Net income decreased by 3.0% to € 127.8 million (Q3 2023: € 131.7 million) and earnings per share amounted to € 0.86 (Q3 2023: € 0.88). This was mainly due to a higher net income attributable to non-controlling interests as a result of a stronger socks and bodywear business in the U.S.

Sales increased by 2.6% (ca) to € 6,527.8 million, with currency headwinds having a negative impact on sales in euro terms (-1.4% reported).

The Americas region led the growth with a sales increase of 7.2% (ca) to € 2,549.7 million, followed by the Asia/Pacific region with a sales increase of 1.8% (ca) to € 1,298.9 million, while sales in the EMEA region declined by 1.1% (ca) to € 2,679.2 million.

PUMA’s Wholesale business declined by 1.5% (ca) to € 4,866.0 million as a result of our strong focus on sell-through in the first half of 2024 to lay the foundation for a stronger sell-in in the second half of 2024 and 2025. Our Direct-to-Consumer (DTC) business increased by 16.8% (ca) to € 1,661.8 million. Sales in owned & operated retail stores grew 14.8% (ca) and e-commerce increased 20.7% (ca). This resulted in an increased DTC share of 25.5% (9M 2023: 22.7%).

Among product divisions, sales in Footwear increased by 4.2% (ca) to € 3,518.8 million and Apparel grew by 1.9% (ca) to € 2,077.4 million. Accessories decreased by 1.8% (ca) to € 931.7 million. 

The gross profit margin increased by 130 basis points to 47.4% (9M 2023: 46.2%). Headwinds from currencies and promotions were more than offset by a favourable product and distribution channel mix as well as tailwinds from sourcing and freight. 

Operating expenses (OPEX) increased by 1.7% to € 2,598.0 million (9M 2023: € 2,555.5 million). The continued growth of our DTC business and ramp-up costs for warehouse and digital infrastructure projects were the main drivers of this increase, while non-demand generating costs remained under strict control. In addition, currency effects weighed on the OPEX ratio, resulting in an overall increase of 120 basis points to 39.8% (9M 2023: 38.6%).

The operating result (EBIT) decreased by 2.7% to € 513.2 million (9M 2023: € 527.2 million), which resulted in an EBIT margin of 7.9% (9M 2023: 8.0%). Gross profit margin improvements were more than offset by currency headwinds and higher OPEX.

The financial result decreased to € -116.2 million (9M 2023: € -76.2 million) due to a lower interest result and higher currency related losses.

Consequently, net income decreased by 15.4% to € 257.1 million (9M 2023: € 304.0 million) and earnings per share amounted to € 1.72 (9M 2023: € 2.03).

Share Buyback

The share buyback programme announced by PUMA SE on 29 February 2024 began on 07 March 2024. During Q3, 422,855 shares were bought back for € 18.5 million. As of 30 September 2024, a total of 1,123,268 shares had been repurchased for € 49.8 million.

Working Capital

The working capital increased by 4.9% to € 1,883.5 million (30 September 2023: € 1,794.9 million). Inventories decreased by 3.3% to € 1,811.3 million (30 September 2023: € 1,874.1 million). On a currency adjusted basis, inventories were up 3.8%. Inventories remain at healthy levels with a strong increase in goods in transit to serve the new product cycle from Q4 2024 onwards. Trade receivables increased by 4.0% to € 1,515.6 million (30 September 2023: 
€ 1,457.3 million). Trade payables increased by 5.5% to € 1,297.9 million (30 September 2023: € 1,230.1 million).

Outlook 2024

The first nine months of the year were characterised by a volatile environment with continued currency headwinds, stressed supply chains and muted consumer sentiment globally. In this challenging environment, PUMA continued to make progress on its brand elevation journey and in building the foundation of accelerated and sustainable growth by enhancing its distinctive brand equity and desirability, strengthening its performance business, and building up consumer relevance in the Sportstyle Prime market.

Based on the results of the first nine months of the year and supported by building brand momentum as well as by our strong orderbook for the remainder of the year, PUMA reiterates its outlook for the financial year 2024 of mid-single-digit currency-adjusted sales growth and an operating result (EBIT) in the range of € 620 million to € 670 million (2023: € 621.6 million). We continue to expect net income (2023: € 304.9 million) to change in 2024 in line with the operating result.

As in previous years, PUMA will continue to focus on managing short-term challenges without compromising the brand's medium- and long-term momentum. The very positive feedback from our retail partners and consumers on our upcoming Q4 2024 product drops, 2025 product line-up and go-to-market strategies gives us confidence for the medium and long-term success and continued growth of PUMA.

Q3 Brand & Product Update

Continued progress in Brand Elevation

• Speedcat named in top 3 of “hottest products” in Q3 Lyst Index, which ranks the most sought-after items in global fashion 
• Brand Campaign “See The Game Like We Do” leads to improved awareness and consideration among consumers, especially in the Americas
• PUMA welcomes F1 Scuderia Ferrari HP driver Charles Leclerc as global brand ambassador
• PUMA signs NBA All Star Tyrese Haliburton, who has gained many fans in both the U.S. & China with his stylish presence on and off the court

Ongoing Momentum in Performance

• Paris Olympics 2024 mark the most successful games in PUMA’s history with PUMA Athletes winning an incredible 66 medals, including 19 Gold in Olympics and Paralympics, all of them wearing PUMA Nitro technology
• PUMA’s Nitro technology made Armand “Mondo” Duplantis once again improve his pole vault world record to 6.26m at Silesia Diamond League
• Yaroslava Mahuchikh and Armand “Mondo” Duplantis have been crowned 2024 European Athletes of the Year
• PUMA signs U.S. sprint sensation Christian Miller, who ran 100m in under 10 seconds at only 17 years old
• PUMA was the top brand at the 2024 New York City Marathon and its Deviate Nitro Elite 3 edged out the competition as the fastest shoe among the top 20 men and women, according to running platform Run Outside Online 
• PUMA introduces latest versions of ULTRA, FUTURE and KING football boots as part of Lights Out pack
• PUMA and Manchester City launch “Definitely City” kit, co-designed by Noel Gallagher
• Fourth edition of LaMelo Ball’s signature shoe MB.04 continues to be a bestseller with the next generation of consumers

Transition in Sportstyle Prime on Track

• PUMA builds up further momentum in low profile with additional colours of the Speedcat and strong sell-through in elevated distributions channels
• A$AP Rocky’s latest designs of Mostro and Inhale create strong buzz ahead of commercial launch of Inhale in Q4
• Rihanna’s new Fenty x PUMA Avanti sneaker campaign features Romeo Beckham 
• PUMA sees ongoing strong momentum for Palermo and Suede XL in its strategy to maximise the current trends
• LaMelo Ball’s off-court sneaker LaFrancé gains further momentum with new drops
• PUMA teams up with fashion brand Heliot Emil and luxury streetwear brand KIDSUPER to excite consumers with strong storylines and elevated product designs

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). 
 

Key developments Q2 2024

• Currency-adjusted (ca) sales increase by 2.1% to € 2,117 million, reflecting a negative currency impact of approximately € 50 million (-0.2% reported)
• Gross profit margin improves by 200 basis points to 46.8% despite major currency headwinds
• Operating expenses (OPEX) increase by 4.3% to € 879 million
• Operating result (EBIT) up by 1.6% to € 117 million despite negative currency effects on sales, gross profit margin and OPEX ratio
• 2024 Sales growth outlook confirmed and EBIT band narrowed within initial range: currency-adjusted sales growth at mid-single-digit percentage rate and EBIT in a range between € 620 million and € 670 million

Second Quarter 2024

Sales grew by 2.1% (ca) to € 2,117.3 million, while currencies continued to be a headwind, negatively impacting sales in euro terms by approximately € 50 million in Q2 2024 (-0.2% reported).

Sales in the Americas region increased by 9.0% (ca) to € 887.5 million, with both the U.S. and LATAM contributing to the growth and showing a sequential improvement. The Asia/Pacific region recorded sales growth of 1.9% (ca) to € 411.9 million, driven by continued growth in Greater China and sequential improvement in the rest of APAC. In the EMEA region, sales decreased by 4.3% (ca) to € 817.9 million due to a decline in EEMEA from a strong prior year quarter (EEMEA grew +111% ca in Q2 2023), while Europe returned to growth.

PUMA's Wholesale business declined by 3.3% (ca) to € 1,529.6 million, due to the decline in EEMEA. In all other regions, the wholesale business improved quarter-on-quarter, driven by continued good sell-through and improved inventory levels in the trade. Our Direct-to-Consumer (DTC) business grew by 19.5% (ca) to € 587.7 million, supported by continued brand momentum and scaled back promotions. Sales in owned & operated retail stores increased 16.5% (ca) and e-commerce increased 25.6% (ca). This resulted in an increased DTC share of 27.8% (Q2 2023: 24.3%), in line with expectations.

Sales in Footwear were flat (ca) at € 1,097.0 million on the back of a strong prior year quarter (Q2 2023: +18.2% ca) with all Performance categories as well as Sportstyle Core performing very well. Sales in Apparel grew by 9.2% (ca) to € 705.6 million, while sales in Accessories declined by 4.7% (ca) to € 314.8 million.

The gross profit margin improved by 200 basis points to 46.8% (Q2 2023: 44.8%). Significant headwinds from currencies were more than offset by a favourable product and distribution channel mix as well as tailwinds from sourcing and freight.

Operating expenses (OPEX) increased by 4.3% to € 879.3 million (Q2 2023: € 843.4 million). The increase was primarily due to the continued growth of our DTC business and ramp-up costs of warehouse and digital infrastructure projects while all non-demand creating costs remained under strong control. In addition, currency-related headwinds weighed on the OPEX ratio, which increased by 180 basis points to 41.5% (Q2 2023: 39.8%).

The operating result (EBIT) increased by 1.6% to € 117.2 million (Q2 2023: € 115.3 million), despite negative currency effects on sales, gross profit margin and OPEX ratio. Consequently, the EBIT margin improved by 10 basis points to 5.5% (Q2 2023: 5.4%).

The financial result decreased to € -42.6 million (Q2 2023: € -23.0 million) due to higher currency related losses and a lower interest result.

Consequently, net income decreased by 23.8% to € 41.9 million (Q2 2023: € 55.0 million) and earnings per share amounted to € 0.28 (Q2 2023: € 0.37).

The development of the operating result and net income is fully in line with our expectations that the second half of the year, particularly in the fourth quarter, will be stronger than the first half, and that net income will improve in line with the operating result outlook for FY 2024.

First Half Year 2024

Sales increased by 1.3% (ca) to € 4,219.6 million. Currencies were a major headwind, negatively impacting sales in euro terms by approximately € 150 million in H1 2024 (-2.1% reported).

The Americas region led the growth with a sales increase of 5.1% (ca) to € 1,677.5 million, followed by the Asia/Pacific region with a sales increase of 1.2% (ca) to € 868.5 million, while sales in the EMEA region declined by 2.2% (ca) to € 1,673.7 million.

PUMA’s Wholesale business declined by 3.1% (ca) to € 3,137.7 million as a result of disciplined sell-in and focus on good sell-through in preparation for a stronger sell-in in H2 2024. Our Direct-to-Consumer (DTC) business increased by 16.7% (ca) to € 1,081.9 million. Sales in owned & operated retail stores increased 16.0% (ca) and e-commerce increased 18.1% (ca). This resulted in an increased DTC share of 25.6% (H1 2023: 22.8%).

Among product divisions, sales in Footwear increased by 1.6% (ca) to € 2,278.4 million and Apparel grew by 3.5% (ca) to € 1,313.7 million. Accessories decreased by 4.0% (ca) to € 627.5 million.

The gross profit margin increased by 150 basis points to 47.2% (H1 2023: 45.7%). Major headwinds from currencies were more than offset by a favourable product and distribution channel mix as well as tailwinds from sourcing and freight.

Operating expenses (OPEX) increased by 1.9% to € 1,724.6 million (H1 2023: € 1,691.7 million). The continued growth of our DTC business and ramp-up costs for infrastructure projects were the main drivers of this increase. As a result, the OPEX ratio was up 160 basis points to 40.9% (H1 2023: 39.3%), also impacted by currency headwinds.

The operating result (EBIT) decreased by 5.1% to € 276.2 million (H1 2023: € 290.9 million), mainly due to negative currency effects on sales, the gross profit margin and the OPEX ratio, which resulted in an EBIT margin of 6.5% (H1 2023: 6.8%).

The financial result decreased to € -69.4 million (H1 2023: € -30.8 million) due to a lower interest result and higher currency related losses.

Consequently, net income decreased by 25.0% to € 129.3 million (H1 2023: € 172.3 million) and earnings per share amounted to € 0.86 (H1 2023: € 1.15).

The development of the operating result and net income is fully in line with our expectations that the second half of the year, particularly in the fourth quarter, will be stronger than the first half, and that net income will improve in line with the operating result outlook for FY 2024.

Working Capital

The working capital decreased by 2.9% to € 1,643.7 million (30 June 2023: € 1,693.0 million). Inventories decreased by 8.6% to € 1,961.1 million (30 June 2023: € 2,145.9 million). The quarter-on-quarter increase mainly reflects the stronger order book for the second half of the year. The Group's total inventory remains at a healthy level, while quality has further improved. Trade receivables increased by 3.4% to € 1,394.7 million (30 June 2023: € 1,348.4 million). On the liabilities side, trade payables increased by 13.1% to € 1,647.9 million (30 June 2023: € 1,457.3 million).

Cash Flow and Liquidity Situation

The free cash flow was at € -204.4 million in the first half of 2024 (H1 2023: € -341.4 million). As of 30 June 2024, PUMA had cash and cash equivalents of € 271.8 million (30 June 2023: € 307.9 million). In addition, the PUMA Group had available credit lines totalling € 1,411.7 million as of 30 June 2024 (30 June 2023: € 1,592.5 million). Unutilized credit lines amounted to € 595.4 million as of 30 June 2024 (30 June 2023: € 846.0 million).

Share Buyback

The share buyback programme announced by PUMA SE on 29 February 2024 began on 07 March 2024. By 30 June 2024, a total of 700,413 shares had been bought back for around € 31.3 million.

Outlook 2024

The first half of the year was characterized by a volatile environment with persistent currency headwinds, stressed supply chains and muted consumer sentiment globally. In this challenging environment, PUMA continued to make progress on its strategic initiatives of brand elevation, product excellence and distribution quality with special focus on the U.S. and China, and focused on strong sell-through and the best possible service to its retail partners, brand ambassadors and consumers.

Based on the results of the first half year and supported by building brand momentum as well as by our strong orderbook for the second half of the year, PUMA reiterates its outlook for the financial year 2024 of mid-single-digit currency-adjusted sales growth. Taking into account the external factors of higher freight costs, changing duties and continued muted consumer sentiment, especially in China, we narrow our outlook for the operating result (EBIT) to a range of € 620 million to € 670 million (2023: € 621.6 million; previous outlook: € 620 – 700 million). We expect net income (2023: € 304.9 million) to change in 2024 in line with the operating result.

As in previous years, PUMA will continue to focus on managing short-term challenges without compromising the brand's medium- and long-term momentum. Our sales growth and market share gains will take priority over short-term profitability. The very positive feedback from our retail partners and consumers on our 2024/2025 product line-up and go-to-market strategies gives us confidence for the medium and long term success and continued growth of PUMA.

Q2 Brand & Strategy Update

Making Progress in Brand Elevation

Launch of PUMA’s biggest Brand Campaign ever in April 2024

• Brand Campaign “See The Game Like We Do” demonstrates PUMA’s superpower Speed and establishes strong emotional connection between the consumer and PUMA brand mantra FOREVER.FASTER.
• PUMA dedicates brand campaign spin-offs to UEFA Euro 2024 and 2024 Copa America, featuring best-in-class Football Players, like Neymar Jr., Xavi Simons, Kai Havertz and Cody Gakpo
• Brand campaign created best ever PUMA brand visibility and improved brand consideration with consumers

World-class performance by PUMA’s sponsored teams and players underscores strong position in Football

• Great visibility at Euro 2024 with approx. 100 players wearing “fireglow” colourways of FUTURE, ULTRA and KING
• Manchester City wins Premier League fourth time in a row
• Borussia Dortmund reaches final of Champions League 23/24
• PUMA to be strongest brand in Bundesliga season 24/25 with sponsoring 6 teams
• AC Milan and French National Team star Theo Hernández joins PUMA

PUMA Athletes set three new world records in Track and Field

• Seven gold medals for PUMA athletes at European Athletics Championships in Rome
• High jumper Yaroslava Mahuchikh breaks 37-year-old world record, clearing 2.10m
• Armand “Mondo” Duplantis sets new pole vault world record of 6.25m
• Devynne Charlton breaks 60m hurdles world record in 7.65s
• In PUMA NITROTM shoes, runners take podiums at marathon majors for first time in decades
• PUMA to provide kits for 17 track & field federations at the Olympic Games and 7 federations at the Paralympic Games in Paris
• PUMA joins forces with the Athletic Federation of India as Official Kit Partner

Further Improvement of Brand Visibility and Recognition

• Renowned K-Pop artist Rosé joins PUMA as global brand ambassador to support classic franchises, including the Palermo and Speedcat
• Eye-catching “fireglow” colours of the football boots and track and field spikes worn by more than 450 of our players and athletes create great visibility in Paris

Rebounding in China

Building up performance credibility with Chinese consumers

• PUMA sponsors Xiamen Diamond League for second year in a row to strengthen position as an international sports brand
• PUMA becomes Top 10 Brand at Wuxi Marathon, one of the world’s largest
• China tour of PUMA ambassador and NBA-Star Scoot Henderson captures basketball excitement in the country

Driving Brand Heat

• Announcement of PUMA x Rosé collaboration generates the biggest social media stir of PUMA in China in the past years and improves brand consideration
• PUMA captures hype around F1 GP in China with visit by Chinese driver Zhou Guanyu to pop-up space and livestreamed catwalk show on Tmall and Tencent with millions of views
• Singer and songwriter Henry Lau joins PUMA Family and stars in successful Forever.Dance. campaign

Business Highlights in a challenging Environment

• PUMA’s growing brand momentum in China confirmed by strong sales growth at online shopping festival 6/18, where sales exceed industry average on Tmall and JD
• Locally designed apparel collections with local fitting and design details, featured by Henry Lau, resonates well with consumers
• Palermo and Speedcat become bestselling franchises with immediate sell-out of initial Speedcat launch
• New footwear-focused store concept “Sneaker Box” opens in Shanghai, featuring elevated store design and consumer experience in line with brand elevation strategy
• PUMA continues to roll out “Field of Play” store format designed and developed in China

Winning in the USA

Building performance credibility with US customer

• PUMA enjoys great visibility as official partner of CONMEBOL Copa America 2024
• Neymar Jr. and Christian Pulisic host PUMA events to create buzz for Copa America
• Fiona O’Keeffe and Dakotah Lindwurm secure first and third place at US Olympic Marathon Trials in NITROTM running technology
• All-Pro NITROTM becomes shoe of leading amateur basketball circuit NXTPro Hoops
• Exclusive Ferrari collection at Miami GP sells out immediately

Launching US-first product propositions

• Rihanna continues to drive brand heat with new Back-To-School editions of Creeper and Avanti
• A$AP Rocky presents Inhale sneaker, a sell-out success
• PUMA announces collaboration with trailblazing footwear designer Salehe Bembury to reimagine signature shoe category in basketball

Investing for future growth

• Tara McRae joins PUMA North America as Senior Vice President Marketing & Brand Strategy from Clark’s
• PUMA announces to open its LA Studio in Q1/25, a new product and design hub in Los Angeles that will design products specifically for the US market
• PUMA opens new distribution centre in Arizona to support future growth in US from an operational point of view

Ongoing Momentum in Performance

Continued market share gains in Football

• Next-gen football boot FUTURE 7, featured by Neymar Jr. and Kai Havertz, gives players new level of freedom of movement
• ULTRA football shoe launched with new high-performance outsole design, generating strong sell-through
• Gripping performances of PUMA-Teams Austria and Switzerland lead to sell-out success of jerseys
• Fan shirt campaign with German comparison platform Check24 generates outstanding visibility during summer of sports

Driving further Momentum in Running & Training

• Third iteration of award-winning running shoe Deviate NITROTM is engineered with even more NITRO™ foam to deliver supreme cushioning and responsiveness
• Recognition by Running Experts: Ultimate race-day running shoe Fast-R2 awarded Spanish CORREDOR Award for the best new shoe 2024
• Announcement of global partnership with HYROX - the world series of fitness racing – which continues to build up great hype momentum as a fitness trend

Introducing innovative product newness in Basketball and Golf

• Following success of MB signature shoes, LaMelo Ball presents LaFrancé, his first lifestyle shoe
• Launch of third signature performance shoe for WNBA Player Breanna Stewart - the Stewie 3 - incorporates PUMA’s latest performance technology
• Designed by aerospace engineers, Cobra’s new DARKSPEED driver series are built for extraordinary speed and distance

Building Up Traction with Sportstyle Newness

Maximise current trends

• PUMA’s terrace model Palermo and skate model Suede XL continue to resonate well with target group
• With Easy Rider, PUMA brings back retro running style with sought-after T-toe style for a new generation
• Launch of communication platform Rewrite the Classics to highlight and raise awareness for PUMA’s classics franchises

Creating next trends

• Successful launches of Mostro and Speedcat confirm emerging low-profile trend
• PUMA demonstrates fashion appeal of low-profile styles during Paris Fashion Week in runway shows with A$AP Rocky, KidSuper and other influential designers
• British rapper Skepta joins PUMA to create sell-out Skope Forever sneaker and football inspired Más Tiempo collection
• PUMA and best-selling anime series One Piece present successful collection

Strengthening the Foundation

• Harsh Saini and Roland Krüger join PUMA’s Supervisory Board
• TIME magazine ranks PUMA as only company in its industry among “World’s Most Sustainable Companies”