Sportartikel: Puma macht weniger Umsatz – und schreibt Verlust

Sportswear company Puma reported a decrease in profits and sales in their latest quarter. The company's revenue dropped 6% to 1.78 billion euros, with a loss of 11.4 million euros excluding interest and taxes. This is a significant increase from the previous year when Puma made a 16.2 million euro operating profit. The net loss for the quarter was 54.9 million euros, up from 62.4 million euros a year earlier.

Puma has forecast a net profit for the year between 80 and 130 million euros, down from the previous range of 50 to 150 million euros. The company has cut down on investments due to the market environment, spending less than 150 million euros, compared to the previous 200 million euros. Puma's sales are expected to decline by a low to medium single-digit percentage.

Puma's CEO, Arthur Höld, stated that the third-quarter business development matched expectations and that they have guided Puma through the transition year while laying a foundation for future growth. Adidas, Puma's main competitor, reported record numbers the day before, with a 9% increase in sales to 7.3 billion euros, a 13.9% profit margin.

Adidas has shown similar growth in the past, with a 8% decrease in revenue last year to 24.8 billion euros. Puma once held the third position among the world's largest manufacturers, but has lost that spot to competitors like Lululemon and Skechers. Chinese majority shareholder Anta remains patient, having taken over a 29% stake in the French Pinault family holding Artemis.

Anta's CEO, Dennis Tao, recently also took over the position of chair of the supervisory board. Tao stated that the company sees this as a strong confirmation of their strategy, management team, and future. However, Puma's comeback may not be easy, as the company has focused too much on the fashionable lifestyle segment and has neglected the performance area at times.

Puma's current popularity is low, and the company has not seen new products that could bring a change. Adidas, on the other hand, continues to see robust sales in their retro sneakers such as Samba and Gazelle, even in a difficult market environment. While Adidas' lifestyle shoe business is currently challenging, their running, training, and football products have recently seen double-digit percentage growth.

The performance segment is considered the foundation for success in sports apparel manufacturers. If a running shoe like the Adizero performs well with athletes, it can later be used for lifestyle products, such as shoes inspired by the performance shoe and used in everyday life.