Puma news and archive

Puma reports profit slump in first quarter

German sportswear provider Puma SE experienced declines in revenue and earnings in the first quarter of the 2025 financial year. The sobering figures, which the company released on Thursday, were not surprising. In mid-March, Puma had already warned of weak business performance in the first weeks of the year and shortly afterwards announced the...

FeaturedMember

Business

Puma to relocate UK headquarters to Manchester

German sportswear brand Puma is relocating its UK headquarters from London to Manchester’s technology, digital and creative hub, Circle Square, where it has secured a 20,000 square foot of space to house its sales, marketing, merchandising, finance, people and operations and direct-to-consumer departments. Circle Square, located on Manchester’s...

Video

Puma launches new podcast 'Go Wild'

Puma debuted its latest podcast, Go Wild, this morning, kicking off the series with a high-profile guest—Usain Bolt. The podcast is part of Puma’s broader global “Go Wild” campaign, which seeks to connect with younger audiences through dynamic storytelling and a more personal, digital-first approach. You can watch and listen to the first episode...

Fashion

Puma launches podcast to deepen consumer connection

Puma, the German sportswear giant, has taken its brand strategy into the audio realm with the launch of the Go Wild Podcast, a series designed to bolster its global "Go Wild" campaign and engage younger audiences through storytelling and digital intimacy. The podcast, which debuted with a conversation between former Olympic hurdler Colin Jackson...

Member

Business

What does Puma's sustainability claim mean that nine out of ten products are made from recycled or certified materials?

Sportswear giant Puma released its sustainability report just in time for Earth Day. The report highlights that the company achieved its 2021 goal of making nine out of ten products from recycled or certified materials that have lower emissions last year. But what does this mean exactly? FashionUnited took a closer look at the report. The...

Fashion

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...

Featured

Retail

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...

Member

Business

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...