Puma news and archive

Puma launches 5am activations to spotlight running collection

Sportswear brand Puma is looking to target early-morning runners with a global 5am activation, which will offer consumers the chance to receive the brand’s latest performance silhouettes, including the Deviate Nitro 3 and Forever Run. The '5AM High Drops' activation has been timed to coincide with the arrival of spring and peak marathon training...

People

Puma names new president of North American business

Sportswear giant Puma has announced the appointment of Tara McRae as the new president of the brand’s North American business. McRae, who will step into the position immediately, most recently led the brand’s marketing and brand strategy in the region, deemed to be a “strategically important market” by Puma. She had returned to Puma back in 2024...

People

CEO change at Puma: Arthur Hoeld Succeeds Arne Freundt in 2025

German sportswear company Puma SE and CEO Arne Freundt are parting ways. His successor has already been named. The current CEO and the Supervisory Board have “mutually agreed that Arne Freundt will step down as Chief Executive Officer effective April 11, 2025, and leave the company after 14 years in various leadership positions due to differing...

RetailFeatured

Puma to open first-ever European flagship in London

Sportswear brand Puma will open its first-ever European flagship store on Oxford Street in London, following the success of the brand’s second US flagship in Las Vegas, which opened last year. The London flagship will open in autumn and be located close to luxury department store Selfridges and Bond Street tube station. It will span 24,000...

Fashion

Puma and Re&Up to collaborate on scaling circularity

Sports company Puma has announced a multi-year partnership with circulartech company Re&Up Recycling Technologies to scale a fully circular textile solution, where it transforms textile waste into RE&UP’s next-gen recycled cotton fibres and recycled polyester chips. In a statement, Puma said the move was aligned with its Vision 2030...

Fashion

Celine’s new pilates collection is the latest intersection of high-end luxury and sports

A kettlebell wrapped in rich cognac calfskin commands a price of 2,400 euros. A set of steel dumbbells, adorned with monogrammed canvas, comes in at 1,900 euros. A cork yoga mat, complete with detachable leather straps, is priced at 850 euros. Luxury fashion’s relationship with sports has transcended traditional sponsorships, evolving into a...

BusinessMember

Puma named official partner of the Premier League

German sports company Puma has strengthened its ties with football after becoming the official partner of the Premier League in England, the most-watched football league globally. In a statement, Puma said the move was part of its strategy to “elevate the brand and strengthen its sports performance credibility,” and would see Puma becoming the...

FashionFeaturedMember

Is Formula One fashion’s new playground?

The new Formula One season kicks off this weekend in Australia and it seems that the motorsport dominated by the likes of Lewis Hamilton and Charles Leclerc has captured the fashion world with everyone from luxury fashion houses to sportswear brands and high street names looking for a piece of the action. Once confined to a predominantly...

BusinessFeaturedMember

Challenging environment: Puma projects decline in profits for the current year

German sportswear company Puma SE has adopted a cautious outlook for the 2025 fiscal year. This is evident from the latest forecasts, which the company released in an ad-hoc announcement on Tuesday evening. According to the announcement, weak figures in the US and China have recently impacted business performance. Management anticipates...

BusinessMember

NRF warns of consumer impact of reciprocal US tariffs

President Donald Trump has signed an executive order implementing a reciprocal tariff policy, meaning that any tariffs imposed on US goods by other countries will be matched equally, leading to a wave of fresh concerns being raised, including some by the National Retail Federation (NRF). Signed last Thursday, the policy applies to tariffs and...

BusinessMember

Puma slows Chinese imports as imposed US tariffs take effect

Puma is sourcing more and more from suppliers in countries like Indonesia and Vietnam for the US market as the trade war between China and the United States intensifies, according to Arne Freundt, CEO. The CEO of the German sportswear brand revealed in an interview with Bloomberg that it is sourcing approximately 10 percent of the footwear...

BusinessFeaturedMember

Puma launches efficiency program after 2024 net income declines

Sports company Puma reported a currency adjusted sales growth of 9.8 percent or 15.5 percent reported to 2.3 billion euros in the fourth quarter, while full-year sales grew by 4.4 percent currency adjusted or 2.5 percent reported to 8.8 billion euros In a preliminary results statement, the company said EBIT remained flat at 622 million euros and...