Annual
Report 2025

In July 2025, Arthur Hoeld joined PUMA as the company’s new Chief Executive Officer (CEO). In the second half of the year, the company initiated a reset and defined its new strategic priorities. These have the clear goal of establishing the company as a Top-3 global sports brands and, in the medium term, returning to above industry growth and generating healthy profits.

PUMA’s strategic priorities aim to establish PUMA as a Top-3 global sports brand and, in the medium term, achieve above industry growth and generate healthy profits. In doing so, PUMA aims to become one global sports brand with global product ranges and global product stories across all markets.

PUMA’s product development and design process is an important part of the company’s strategy to establish itself as a Top-3 global sports brands.

With products that impress both on and off the pitch, PUMA focuses on performance and extends sports-inspired designs to its Sportstyle collections.