Sports brand Puma has reported an 8% drop in sales for 2025 to €7.3 billion as part of a “reset” that included a reduction in promotions and a scaling back of wholesale partnerships, as well as job cuts.

Puma’s CEO, Arthur Hoeld, said: "The reset was necessary to clean up our distribution channels and refocus our brand’s image. We're confident this will enable us to capture Puma’s significant potential in the future." 

Puma is projecting a more modest decline in sales for 2026, expecting a low-to-mid single-digit drop.

Share this story: