Puma reports third quarter losses and reduces investment

German sportswear company Puma reported a decline in its third quarter results for 2026, with currency-adjusted revenue falling 6% to 1.78 billion euros. The company recorded an operating loss (EBIT) of 11.4 million euros, compared to a profit of 16.2 million euros in the same period last year. Net losses reached 54.9 million euros.

In response to a difficult market environment and weak consumer demand, particularly in North America and the EMEA region, Puma has revised its full-year guidance. The company now expects an operating loss between 80 million and 130 million euros. Additionally, planned investments will be reduced from 200 million euros to less than 150 million euros.

While sales declined in Europe and North America, the Asia/Pacific region saw a 10% increase in revenue. The company is also navigating a structural shift following the entry of Anta Sports, which holds a 29.1% stake in Puma and holds the chairmanship of the supervisory board. CEO Arthur Höld stated that the third quarter results met expectations and that the company is using this transition year to build a foundation for future growth.