Puma financial performance and recovery

Ahead of its third-quarter results, analysts projected a difficult recovery for Puma, anticipating a revenue decrease and an EBIT loss of approximately 15 million euros due to high costs and strategic investments.

Puma later reported third-quarter revenue of 1.78 billion euros, a 6.3 percent decrease on a currency-adjusted basis from the previous year. The company cited business realignment and weaker consumer demand in North America and the EMEA region as primary factors for the decline. While the Asia/Pacific region saw a 10 percent revenue increase and gross margins improved to 49.5 percent, the company reported an operating loss of 11.4 million euros.

In its 2026 third-quarter report, Puma confirmed a 6 percent currency-adjusted revenue decline to 1.78 billion euros. The company recorded an operating loss (EBIT) of 11.4 million euros, a significant shift from the 16.2 million euro profit reported during the same period the previous year, while net losses reached 54.9 million euros.

Due to the difficult market environment and weak demand in North America and EMEA, Puma has revised its full-year guidance, now expecting an operating loss between 80 million and 130 million euros. To manage this, planned investments will be reduced from 200 million euros to less than 150 million euros. The company is also managing a structural shift involving Anta Sports, which holds a 29.1 percent stake in Puma and the chairmanship of the supervisory board. CEO Arthur Höld stated that the results met expectations and that the company is using this transition year to build a foundation for future growth.