Overview
- Puma announced around 900 additional administrative job cuts by end‑2026 under new CEO Arthur Hoeld, following earlier reductions of about 500 roles.
- The company will narrow its range to football, training, running and sport‑lifestyle, reduce discounting including online, and scale back sales through large discount chains.
- Management said it is taking inventory back from retailers after oversupplying channels, which has weighed on near‑term revenue and diluted pricing power.
- Nine‑month revenue fell 8.5% to €5.97 billion and operating profit turned negative, reflecting weaker demand and the channel clean‑up.
- Guidance points to a revenue decline of more than 10% and an operating loss in 2025, a transition year in 2026, and a return to growth starting in 2027.