Puma news and archive

James Carnes joins Puma to lead creative direction and innovation

German sportswear company Puma has appointed James Carnes to the newly created role of senior vice president creative direction. In this position, Carnes will lead the creative direction, innovation and product excellence departments, Puma announced on Monday. He will report directly to chief brand officer Maria Valdes and will help establish...

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Shares in focus: Adidas and Puma defy Nike's influence amid supportive market environment

On Wednesday, shares in Adidas and Puma defied the disappointing outlook from US competitor Nike. While Nike's stock slumped by 10.5 percent to 47.25 dollars in pre-market US trading, the shares of the two German sportswear manufacturers recovered in a very strong overall market. In the Dax, however, Adidas shares rose by a below-average 0.6...

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Frasers Group secures almost 6 percent stake in Puma

Investors snapped up shares in Adidas and Puma on Thursday. With share price gains of 4.1 percent and 6.9 percent, the two sportswear manufacturers led the list of gainers on the Dax and MDax respectively. A transaction by British billionaire and investor Michael Ashley provided a boost for Puma. Specifically, it involves the sale of financial...

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Back on the podium: Puma's strategy for a top-tier comeback

In 2025, Puma recorded the highest net loss in its corporate history. The Herzogenaurach-based sporting goods manufacturer is in the midst of a profound strategic shift. This shift is painful in the short term but is intended to enable a return to the top tier in the long run. During a press call on Thursday, CFO Markus Neubrand confirmed the...

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Reset strategy impacts results: Puma falls deep into the red

German sportswear company Puma presented weak figures for the final quarter and the full 2025 financial year on Thursday morning. Strategic 'reset' measures introduced during the year significantly impacted revenue and profit. The group anticipates another transitional year with declining revenues for 2026. According to the figures provided,...

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Puma appoints Marwin Hoffmann to head new training business unit

German sportswear provider Puma SE announced on Monday the creation of a dedicated business unit for training. The new department will be based at the company's headquarters in Herzogenaurach, Germany. This move separates the category from the previous joint running and training business unit. According to a statement, Puma now aims to “fully...

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Puma appoints Anne Putz as corporate spokesperson

German sportswear company Puma SE has filled another management position. On Monday, the company announced the appointment of Anne Putz as senior director of corporate communications. In her new role, the Luxembourg native will report directly to CEO Arthur Hoeld and will now “lead Puma's external and internal corporate communications and act as...

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Puma appoints new vice president of global brand marketing

Puma has appointed Nadia Kokni to the role of vice president of global brand marketing. Kokni took over the marketing management role effective January 1, the Herzogenaurach-based sporting goods company announced on Thursday. In this position, she will report directly to chief brand officer Maria Valdes. In her new role, she will lead the global...

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Levin Reyher joins Puma as European marketing head

Puma has appointed Levin Reyher as its new senior director of marketing for Europe. Reyher, who officially stepped into the role in November, announced his appointment on LinkedIn this Wednesday. “Puma is in a restart phase, fueled by the ambition and hunger to return to where it belongs: the podium of global sports brands,” Reyher stated. “You...

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Takeover speculation sparks share price surge at Puma

Takeover rumors helped Puma shares achieve a spectacular price jump on Thursday once again. The share price, which has been disappointing in the stock market year 2025 so far, shot up by more than 17 percent to just under 20 euros. The gain recently stood at 15 percent. The Chinese group Anta Sports Products Limited (Anta Sports) is considering...

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Puma streamlines North America distribution through licensing partnership with United Legwear

German sportswear company Puma SE is implementing a new distribution model for specific product categories in North America as part of its ongoing reform efforts. On Tuesday, the company announced an extension of its long-standing licensing partnership with the US textile manufacturer United Legwear Company LLC. As part of the agreement, United...

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Puma initiates restructuring programme and cuts jobs

Sportswear group Puma SE has launched a restructuring programme to get back on track following significant sales declines. The company announced in Herzogenaurach, Germany, on Thursday that costs will be reduced in the short and medium term. To achieve this, Puma plans to cut a further 900 administrative jobs by the end of 2026. So far this...