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PUMA SE

PUMA SE develops and sells sports and sports lifestyle products across Europe, the Middle East, Africa, India, North America, Latin America, Greater China, the rest of Asia-Pacific, and other international markets. Its offerings cover football, handball, rugby, cricket, volleyball, track and field, motor sports, golf, and basketball. The company also licenses independent partners to design, develop, manufacture, and sell glasses, safety shoes, workwear, and gaming accessories. Products are sold under the PUMA and Cobra Golf brands through retail stores, factory outlets, online stores, and wholesale and retail trade. PUMA SE was founded in 1919 and is headquartered in Herzogenaurach, Germany.

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Robotics & Physical AI▲

Maersk Takes Over Puma's Three U.S. Distribution Centers, Opens Them to Other Clients

A.P. Moller-Maersk has taken over management of Puma's three large, highly automated distribution centers in the United States and turned them into multi-client facilities, with Puma letting Maersk rent out unused space to other companies. Under the contract logistics agreement for North America, Maersk will operate warehouses in Torrance, California; Phoenix; and Whitestown, Indiana, outside Indianapolis, totaling about 2.3 million square feet. Puma said outsourcing its U.S. distribution network to Maersk will help maximize the performance of its automated facilities, speed up order processing and reduce costs while supporting retail stores, wholesale customers and online shoppers. The three centers are equipped with AutoStore robotic storage and retrieval systems, and the Torrance facility will become Maersk North America's first AutoStore deployment supporting multiple clients, with capacity for other brands starting in 2027 and the ability to handle roughly 20 million units of throughput each year. Maersk North America operates more than 70 warehouses covering about 22.5 million square feet, and globally Maersk has more than 500 warehouses under management.
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Robotics & Physical AI › Warehouse & Logistics Robotics ▲Demand
PUM.XETRA · Supply · Positive Puma outsources its US distribution network to Maersk to speed order processing and cut costs while serving stores, wholesale and online shoppers.
0O76.LSE · Demand · Positive Maersk takes over Puma's three US distribution centers and opens them to other clients, adding 2.3M sq ft of contract logistics business.
0O77.LSE · Demand · Positive Maersk takes over Puma's three US distribution centers and opens them to other clients, adding 2.3M sq ft of contract logistics business.
DP4A.XETRA · Demand · Positive Maersk takes over Puma's three US distribution centers and opens them to other clients, adding 2.3M sq ft of contract logistics business.
0AAE.LSE · Demand · Positive Maersk's Torrance facility becomes its first multi-client AutoStore deployment, expanding use of AutoStore's robotic systems.
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FreightWaves·7dRead more →
GermanyNetherlandsUkraine
PUM.XETRA▼

Puma Names Fokko de Rooij as Europe MD in Leadership Restructure

Puma has restructured its European leadership, appointing Fokko de Rooij as managing director Europe from 1 October 2026 and Daniel Pustina as cluster central managing director. De Rooij, who spent his career at Nike across EMEA, China and the global team, most recently as EMEA sales vice-president, will report to Puma chief executive Arthur Hoeld, who has temporarily taken on chief commercial officer responsibilities pending a permanent appointment. Pustina, at Puma since 2020 and previously managing director Oceania based in Melbourne, will oversee the DACH, Benelux, Eastern Europe and Ukraine markets, reporting to de Rooij. Puma's remaining two European clusters retain their current leadership, with Christophe Cance continuing as head of Cluster South and Lucynda Davies as head of Cluster North, both now reporting to de Rooij. De Rooij takes over from Javier Ortega and Pustina succeeds Bas van den Bemt, both of whom departed Puma this month, after quarterly results showing a 9.4% year-on-year decline in currency-adjusted sales for the second quarter of 2026, with total currency-adjusted sales of €1.69bn ($1.94bn).
PUM.XETRA · Capital · Negative Leadership reshuffle follows Q2 2026 currency-adjusted sales decline of 9.4% to €1.69bn, with two European executives departing
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Retail Insight Network·14dRead more →
GermanyChina
PUM.XETRA▼

PUMA Chief Commercial Officer Matthias Baeumer Leaves Management Board

PUMA Chief Commercial Officer Matthias Baeumer has chosen to leave the Management Board for personal reasons, with CEO Arthur Hoeld temporarily taking direct control of the sales organisation. The leadership change comes as PUMA shares trade at €22.36, down 12.76% over 30 days and 20.77% over 90 days, with a 5 year total shareholder return down 76.11%. The most followed valuation narrative pegs fair value at €29.36, implying the stock is 24% undervalued, hinging on whether PUMA's reset away from mass merchants and its China partnership can lift gross margin and EBIT. That reset has already been linked to currency adjusted sales declines and inventories of around €2.1b, so slower cleanup or weaker sell through could challenge the bullish case.
PUM.XETRA · Capital · Negative Chief Commercial Officer Matthias Baeumer leaves the Management Board, a leadership change at PUMA amid a 76% five-year shareholder return decline.
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Simply Wall St·19dRead more →
PUM.XETRA▼3

Puma Q2 currency-adjusted sales fall 9.4% as wholesale reset and soft demand weigh

Puma reported a 9.4% decline in currency-adjusted sales for the second quarter of 2026, driven by reduced mass-merchant and promotional business, weaker consumer demand, and a 14% drop in wholesale revenue. Direct-to-consumer sales edged up 0.4%, with e-commerce rising 1.8% and its share of total sales exceeding 35%. Asia-Pacific sales grew 8.6%, while EMEA, the Americas, and Latin America all declined. Despite a negative adjusted EBIT of €41.9 million, gross margin improved to 48.0%, free cash flow reached €329 million, and inventory fell 15.3%. The company maintained its full-year outlook for a low- to mid-single-digit currency-adjusted sales decline and EBIT between negative €50 million and negative €150 million.
PUM.XETRA · Demand · Negative Puma's Q2 sales fell 9.4% due to weak consumer demand and wholesale reset.
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MarketBeat·66dRead more →
PUM.XETRA▼

Kangaroo-skin soccer cleats vanish from the 2026 World Cup

Kangaroo-skin soccer cleats have effectively vanished from the 2026 FIFA World Cup, with only one player on the official tournament rosters indicating he may use a shoe model made from kangaroo skin. The Center for a Humane Economy and Animal Wellness Action announced that every major athletic shoe manufacturer has now committed to ending the use of kangaroo skins, following a six-year campaign. In 2025-26 alone, Adidas, ASICS, and Umbro joined Nike, Puma, New Balance, and Sokito in abandoning kangaroo parts, while Mizuno announced its intention to stop. These companies had until recently sold dozens of models of kangaroo-skin shoes to hundreds of millions of players in more than 190 nations, driving the commercial killing of two million kangaroos across their native range in Australia. The organizations called the shift one of the most consequential corporate animal-welfare victories in professional sports history.
ADS.XETRA · Regulation · Negative Adidas joined the ban on kangaroo skins, ending a key material for soccer cleats.
7936.JP · Regulation · Negative ASICS joined the commitment to end kangaroo skin use.
NKE · Regulation · Negative Nike committed to ending kangaroo skin use, losing a product line due to campaign pressure.
PUM.XETRA · Regulation · Negative Puma abandoned kangaroo parts, losing a product line due to campaign.
8022.JP · Regulation · Negative Mizuno announced intention to stop using kangaroo skins.
New Balance · Regulation · Negative New Balance is one of the major manufacturers that committed to ending kangaroo skin use, which may affect product offerings and brand positioning.
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GlobeNewswire·90dRead more →
PUM.XETRA▲

Nike names David Denton CFO as turnaround pressure builds

Nike has appointed David M. Denton as its incoming Chief Financial Officer. Denton, who has held senior finance roles at Pfizer and Lowe's, will succeed current CFO Matthew Friend, with a planned overlap through early September to provide continuity. The leadership change comes as Nike continues a multiyear turnaround that has been slower than hoped, facing execution risk, margin pressure, and competition from adidas and Puma. Denton's background in global finance and complex restructurings could influence cost control, capital allocation, and long-term investment priorities as the company works through direct-to-consumer expansion, tariff pressures, and supply chain resets. Investors will watch for any adjustments to medium-term margin and cash flow targets, as well as commentary on wholesale resets and regional trends in upcoming earnings calls.
NKE · Capital · Negative CFO change amid slower-than-hoped turnaround, execution risk, margin pressure, and competition.
ADS.XETRA · Competition · Positive Named as a competitor gaining ground against Nike, which is under pressure.
PUM.XETRA · Competition · Positive Named as a competitor gaining ground against Nike, which is under pressure.
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Simply Wall St·104dRead more →
PUM.XETRA▲

Cascale's MCAP Validates 52 Science-Aligned Targets Representing 1.6 Million Metric Tons of CO2e Reduction Potential

Cascale's Manufacturer Climate Action Program has validated 52 science-aligned targets across 85 manufacturer groups in 19 countries, representing more than 1.6 million metric tons of CO2e reduction potential. The program, detailed in the MCAP Annual Impact Report 2025, engaged eight sponsoring brands including Gap Inc, New Balance, and PUMA across 446 participating facilities. In addition to the validated targets, 33 climate risk assessments were completed and 43 decarbonization plans are currently in development. All 52 graduates from the first two cohorts completed the 18-month program with a validated science-aligned target, achieving a 100 percent validation rate. Cascale will launch two new MCAP cohorts this year and is developing post-MCAP programming to extend manufacturer-brand partnerships.
GAP · Demand · Positive Gap Inc is a sponsoring brand of the MCAP program, which may enhance its sustainability credentials and potentially attract eco-conscious customers.
PUM.XETRA · Demand · Positive PUMA is a sponsoring brand of the MCAP program, which may enhance its sustainability credentials and potentially attract eco-conscious customers.
New Balance · Demand · Positive New Balance is a sponsoring brand of the MCAP program, which may enhance its sustainability credentials and potentially attract eco-conscious customers.
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