Puma news and archive

Puma establishes new wholesale management role

The Herzogenaurach-based sportswear company has appointed Bertrand Blanc to the newly created role of vice president global wholesale. Blanc will take up his new position effective May 1, Puma announced on Wednesday. He will report directly to chief commercial officer (CCO) Matthias Baeumer and will be responsible for developing and implementing...

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Puma appoints former Adidas manager Laurent Fricker to head sportstyle division

German sportswear provider Puma SE is strengthening its team with a former executive from competitor Adidas. On Monday, the company announced the appointment of Laurent Fricker as vice president of the sportstyle business unit. Fricker will take up his new position on June 1 and will report directly to chief brand officer Maria Valdes. According...

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James Carnes joins Puma to lead creative direction and innovation

German sportswear company Puma has appointed James Carnes to the newly created role of senior vice president creative direction. In this position, Carnes will lead the creative direction, innovation and product excellence departments, Puma announced on Monday. He will report directly to chief brand officer Maria Valdes and will help establish...

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Shares in focus: Adidas and Puma defy Nike's influence amid supportive market environment

On Wednesday, shares in Adidas and Puma defied the disappointing outlook from US competitor Nike. While Nike's stock slumped by 10.5 percent to 47.25 dollars in pre-market US trading, the shares of the two German sportswear manufacturers recovered in a very strong overall market. In the Dax, however, Adidas shares rose by a below-average 0.6...

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Frasers Group secures almost 6 percent stake in Puma

Investors snapped up shares in Adidas and Puma on Thursday. With share price gains of 4.1 percent and 6.9 percent, the two sportswear manufacturers led the list of gainers on the Dax and MDax respectively. A transaction by British billionaire and investor Michael Ashley provided a boost for Puma. Specifically, it involves the sale of financial...

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Back on the podium: Puma's strategy for a top-tier comeback

In 2025, Puma recorded the highest net loss in its corporate history. The Herzogenaurach-based sporting goods manufacturer is in the midst of a profound strategic shift. This shift is painful in the short term but is intended to enable a return to the top tier in the long run. During a press call on Thursday, CFO Markus Neubrand confirmed the...

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Reset strategy impacts results: Puma falls deep into the red

German sportswear company Puma presented weak figures for the final quarter and the full 2025 financial year on Thursday morning. Strategic 'reset' measures introduced during the year significantly impacted revenue and profit. The group anticipates another transitional year with declining revenues for 2026. According to the figures provided,...

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Puma and Nahmias bring west coast craftsmanship to the Puma Suede

Joining forces for the first time, Puma and Californian brand Nahmias present a new Suede capsule, inspired by the craftsmanship and characteristic aesthetic of the US West Coast lifestyle. The collaboration features details such as unique vintage touches, crochet accents and colourful bead applications, balancing a fun, summery design with the...

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Puma appoints Marwin Hoffmann to head new training business unit

German sportswear provider Puma SE announced on Monday the creation of a dedicated business unit for training. The new department will be based at the company's headquarters in Herzogenaurach, Germany. This move separates the category from the previous joint running and training business unit. According to a statement, Puma now aims to “fully...

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Anta Sports becomes largest shareholder in Puma

Cayman Islands-incorporated Anta Sports has entered into a definitive agreement to acquire a 29.06 percent equity interest in German sportswear manufacturer Puma. The transaction, valued at 1.51 billion euros (1.79 billion dollars), positions the Chinese group as the largest shareholder in the Herzogenaurach-based company. Transaction details...

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Puma appoints Anne Putz as corporate spokesperson

German sportswear company Puma SE has filled another management position. On Monday, the company announced the appointment of Anne Putz as senior director of corporate communications. In her new role, the Luxembourg native will report directly to CEO Arthur Hoeld and will now “lead Puma's external and internal corporate communications and act as...

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Puma appoints new vice president of global brand marketing

Puma has appointed Nadia Kokni to the role of vice president of global brand marketing. Kokni took over the marketing management role effective January 1, the Herzogenaurach-based sporting goods company announced on Thursday. In this position, she will report directly to chief brand officer Maria Valdes. In her new role, she will lead the global...