PUMA Initiates Strategic Reset Amidst Q3 Sales Decline

PUMA SE announced a strategic reset in Q3 2025, focusing on establishing itself as a top 3 global sports brand. The company's sales dropped by 10.4% on a currency-adjusted basis to €1,955.7 million, largely due to strategic initiatives to clean up its distribution network. This included reducing undesired wholesale business, particularly affecting North America and EMEA.

PUMA's gross profit margin fell to 45.2% as wholesale promotions and increased freight costs impacted results. Adjusted EBIT decreased to €39.5 million, excluding one-time costs related to a cost efficiency program. The reported EBIT stood at €29.4 million. Meanwhile, inventories rose by 17.3%, prompting further clean-up measures.

The CEO emphasized PUMA's potential to drive long-term growth by enhancing brand storytelling and focusing on performance in key sports categories like Football and Running. Despite the challenges, PUMA confirmed its full-year 2025 outlook.