Footwear drags Puma results down
30/07/2014
“Feedback on both our dual-coloured Tricks football boots and our national team jerseys with ACTV technology has been great. The sell-through of these products has been excellent and exceeded our expectations,” he said.
Sales increased slightly during the second quarter to €652 million. Currency adjusted sales for the first half were flat at €1.38 billion. Continued currency weakness in Turkey, Russia, South Africa, India, Japan and the America meant sales declined by 5.8% in euro terms.
PUMA’s footwear sales declined by 9.1% in the second quarter to €278 million despite improved Teamsport sales.
Apparel sales, however, improved by 12.8% currency adjusted to €241 million as the World Cup supported strong performances in replica jerseys as well as training and fan wear, particularly for the Italian, Chilean and African teams.
“We are now looking forward to launching our new “Forever Faster” marketing campaign in August, which is another step in the process of becoming the “fastest sports brand in the world”. But, as I have said all along: We know that the repositioning of PUMA and the turnaround of the business will take time. However, I feel we are making progress on all our key strategic priorities and we have initiated the right projects to make 2014 the start of the turnaround.”
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