The German sportswear brand, which is working through a reset, saw sales fall 5 percent in the third quarter.

BERLIN – In the midst of a reset, Puma saw another disappointing performance in the third quarter, prompting it to revise down its low forecast for full-year operating profit.

Puma said sales fell 5 percent to 1.78 billion eurosin the three months to Sept. 30. This represented a 6.3 percent drop in currency adjusted terms.

“Our third-quarter performance was in line with expectations as we continued to move Puma through this transition year while laying the foundation for future growth,” chief executive officer Arthur Hoeld said in a statement.

Hoeld took on a moribund Puma in July 2025 and promised to clean up the brand’s inventory and stop over-discounting at mass merchants. That meant 2026 was to be a year of transformation and the brand should return to growth in 2027, he said.

The third-quarter sales decline was due to reset measures initiated during the same period a year ago, as well as the impact of the volatile geopolitical situation on consumer sentiment, the company explained.

Sales in Puma’s home market — also its biggest — of Europe plus the Middle East and Africa fell 12 percent to 801.2 million euros.

In the Americas, they slid 2 percent to 580.4 million euros. In North America, sales fell more than in Latin America, where the brand just managed to hang onto growth.

6 million euros. This was due to ongoing momentum for Puma’s low profile looks from the Speedcat family, footwear originally designed for motor racing in the 1990s, and its partnership with the fitness trend Hyrox.

Source link