Puma Shares Plunge After Profit Forecast Cut for 2025

The German sportswear company predicts a significant profit decline, announces cost-cutting measures, and plans to reposition its brand.

Puma's stock dropped by 23%, reaching its lowest level in eight years, following a profit warning for 2025.
The company forecasts its 2025 earnings before interest and taxes (EBIT) to fall to €520-600 million, down from €622 million in 2024.
Key factors affecting profitability include political and currency uncertainties, as well as weaker consumer demand in the U.S. and China.
Puma plans to invest €75 million in efficiency reforms, close underperforming retail stores, and eliminate approximately 500 jobs globally, including 150 at its headquarters.
CEO Arne Freundt aims to reposition Puma as a premium brand to reduce reliance on heavy discounts and better compete with rivals like Adidas and Nike.