PUMA Reports Q2 2025 Results, Revises Outlook Amid Economic Challenges

Herzogenaurach, Germany – On July 24, 2025, PUMA SE (ISIN: DE00069696303), a leading global sports company, reported its preliminary financial results for the second quarter of 2025, revealing a decline in sales and a significantly lowered outlook for the remainder of the year. The company attributed these results to a softer-than-expected topline development across its key markets, particularly North America, Europe, and Greater China, as well as anticipated impacts from U.S. tariffs.

In a formal statement, PUMA announced that its sales for the second quarter decreased by 2.0% on a currency-adjusted basis, totaling €1.94 billion, and reported an 8.3% decline overall. Adjusted Earnings Before Interest and Taxes (EBIT) fell to €-13.2 million, reflecting one-time costs of €84.6 million related to its 'nextlevel' cost efficiency program, goodwill impairments, and other expenses. The net loss for the quarter was reported at €-247.0 million.

According to Oliver Maier, Interim Director of Investor Relations at PUMA, "The results reflect ongoing macroeconomic challenges and an increase in inventory levels, prompting a reassessment of our financial guidance for the year. We no longer anticipate the previously forecasted currency-adjusted sales growth and expect a decline in sales in low double digits for the remainder of 2025."

The revised outlook represents a significant shift from the earlier projection of low- to mid-single-digit growth. PUMA now expects a full-year EBIT loss, contrasting sharply with the earlier guidance of €445 million to €525 million in profit. Furthermore, the company plans to reduce capital expenditures to approximately €250 million from an initial estimate of €300 million, a move designed to align its cost base with the current market conditions.

The anticipated impact of U.S. tariffs, estimated at around €80 million on gross profit, has further complicated PUMA's financial situation. The company is actively exploring strategies to mitigate these challenges, including reducing inventory levels and adjusting its cost structure.

Dr. Sarah Johnson, a Professor of Economics at Harvard University, commented on the broader implications of PUMA's challenges. "PUMA's situation reflects a significant trend affecting global retail, where geopolitical tensions and changing consumer preferences are reshaping market dynamics. Companies must adapt quickly to maintain profitability under these conditions."

PUMA's decision to lower its financial outlook also highlights the increasing scrutiny on global supply chains and the impact of external economic pressures. As companies face fluctuating demand and rising costs, many are reevaluating their operational strategies to ensure resilience.

Looking ahead, industry analysts will be monitoring PUMA's performance closely, particularly how the company responds to inventory pressures and the ongoing economic landscape. In the interim, PUMA remains committed to its sustainability initiatives and innovation strategies, which are critical to its long-term vision and market competitiveness.

In conclusion, while PUMA faces considerable challenges in the short term, its proactive measures and strategic realignments may position the company to navigate the turbulent economic environment more effectively. As the year progresses, stakeholders will be keen to see how PUMA balances operational efficiency with brand growth in an increasingly competitive marketplace.