Puma posts higher free cash flow as Q2 sales fall

Puma SE reported a 9.4% currency‑adjusted decline in sales for the second quarter of 2026, while its EBIT loss narrowed to €53.1 million and free cash flow rose sharply to €328.8 million. The company kept its full‑year outlook despite weaker consumer demand and macro‑economic uncertainty.

Chief Financial Officer Mark Langer said the sales drop stemmed from a marketplace‑reset strategy that reduced mass‑merchant exposure and lower promotional activity. Wholesale revenue fell 14%, but direct‑to‑consumer sales grew 0.4% overall, with e‑commerce up 1.8% and a 12.5% increase in Asia‑Pacific markets outside Greater China. Greater China sales rose 0.9% amid cautious wholesale partners following Anta Sports’ announced stake acquisition.

Leadership changes include Mark Langer, who became CFO in May, and Dusan Hamlin, appointed Vice President of E‑Commerce. The firm’s strategic investors, Anta Sports and Frasers Group, maintained their stakes.