Puma Reports Losses and Plans to Cut 900 Jobs - Puma Unveils Major Restructuring Plan to Boost Growth by 2027
Puma, the third-largest sportswear company globally, is set to undergo a significant restructuring. The company, led by new CEO Arthur Hoeld, aims to strengthen its brand and return to growth by 2027. This follows a decline in net results and revenue in the first nine months of 2025.
Puma's net result took a hit, dropping by roughly half a billion euros to a loss of €257 million. Revenue also fell by 8.5 percent, reaching approximately €5.973 billion. Hoeld plans to tackle these challenges by focusing on the core segments of football, training, running, and sports fashion. He also intends to reduce wholesale revenue share and excess inventory.
To achieve this, Puma will eliminate around 900 administrative positions by the end of 2026. The company also aims to expand its direct-to-consumer business, including retail stores and e-commerce. Hoeld views 2026 as a transitional year, with Puma expected to return to a growth trajectory by 2027.
Puma's restructuring efforts, led by new CEO Arthur Hoeld, aim to strengthen the brand and boost growth. The company will focus on core segments, reduce wholesale revenue, eliminate excess inventory, and expand direct-to-consumer business. Despite a challenging 2025, Puma is poised to return to growth by 2027.
