“In the second quarter, we continued to rebuild PUMA as a brand-led organisation. We introduced successful performance products featuring our industry-leading NITRO™ technology in both the Running segment and the fast-growing Hybrid Training and Racing category, where we benefit from our exclusive partnership with HYROX. With the ULTRA 7, we also introduced NITRO™ into our football boots for the first time.
 

Our athletes put in some outstanding performances to generate great visibility for PUMA and our products around the world. At the London marathon, we had 60 PUMA athletes among the top 100 women and top 100 men. PUMA’s Football teams finished the season strongly, with Manchester City winning both the FA Cup and the Carabao Cup, RC Lens taking the Coupe de France and PSV Eindhoven securing the Dutch Eredivisie title. At the FIFA World Cup 2026™, our 11 Federations and more than 80 players created unforgettable moments.
In Sportstyle, we saw strong sell-through for our Speedcat Ballet and Speedcat Wedge. We also positioned our product-icon Suede for a return in the coming seasons.
 

Operationally, we took significant steps towards a structurally healthier business model in the second quarter by reducing inefficiencies, optimising our cost base and improving our organisational setup. Together with our brand-led approach these changes are the foundation for future growth.
After a solid first quarter and a softer second quarter in line with expectations, we expect sales to improve sequentially in the second half of 2026. This supports our confidence in the full-year trajectory, and we confirm our outlook for the full year.”

Arthur Hoeld
CEO PUMA SE