Strategic priorities
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.
The potential of the PUMA brand
With more than 77 years of sports history alongside some of the world's most famous athletes, PUMA occupies an important position in sport and sports culture. PUMA is proud of its extensive archive, with many products that have been popular with our consumers for several decades. PUMA is also one of the few brands in the industry that, we believe, has credibility in many major sports. As we see it, this strong credibility in sport continues to this day, as the numerous successes of our sponsored teams and athletes bring us worldwide attention.
PUMA has leading partnerships, for example with Manchester City, Borussia Dortmund, the Portuguese national team and the Premier League in football, or with community platforms such as HYROX, the World Series of Fitness Racing.
These partnerships give the PUMA brand a direct connection to millions of fans around the world. PUMA supports athletes in achieving their best possible performance and setting new personal bests with its performance innovations such as the NITRO™ running technology. PUMA continues to consistently develop these innovations.
A reset that refocuses PUMA as one global sports brand
The PUMA brand has become too commercial, which is reflected above all in muted brand heat, low distribution quality and a product range that is not cutting through.
For this reason, PUMA initiated a reset in 2025 that refocuses PUMA and positions it as one global sports brand.
The winning principles of a global sports brand are clear: to make PUMA more relevant again to consumers around the world, the brand must be clearly positioned, the product development and storytelling process must be better integrated, and the distribution and go-to-market process must be actively managed. With attractive products, exciting product stories and distribution in the right channels, PUMA believes it can once again excite customer and consumers about the brand.
Improving distribution quality
In terms of distribution, PUMA will focus on becoming less commercial in both its wholesale and direct-to-consumer (DTC) businesses and withdrawing from distribution channels, such as mass merchants, that damage the desirability of the brand. PUMA will also reduce sales promotions such as discounts in its DTC business in order to improve brand perception.
Both wholesale and DTC will continue to play an important role in PUMA's sales strategy. However, PUMA will further evolve its sales channel mix to drive higher DTC growth and bring PUMA closer to the industry average.
As part of this strategy, the direct-to-consumer (DTC) business was reorganised in 2025, with separate structures for the company's global retail stores and e-commerce.
PUMA will strive for a healthier mix in its wholesale channel and aim for growth in brand-driven segments including Performance and Sportstyle, and not from commercially driven opportunities.
Integrated storytelling for better brand positioning
In order to become more relevant as a global sports brand and position itself worldwide with a distinctive brand, PUMA will become more consumer centric. To this end, PUMA has created a structure to better link the processes of product development and storytelling. The aim is to tell authentic and effective stories that inspire wholesale partners and consumers alike.
PUMA will concentrate on better managing its various product franchises. With its extensive product archive, PUMA has a clear opportunity to better establish its product icons, such as the PUMA Suede. In doing so, PUMA ensures that these product franchises stand for something that consumers understand and can identify with. To support this strategy, PUMA will make its marketing investments more focused.
Focus on performance and four product categories
Performance is a priority for the PUMA brand. Performance innovations are an essential part of a sports company, and PUMA will continue to introduce and improve technologies such as NITRO™, which aim to make the best athletes even better.
Although PUMA products are clearly rooted in sport, PUMA will also inspire its consumers to wear the products because of their designs, even when they are not playing sport. The goal is to win both on and off the pitch.
Within its product categories, PUMA will focus on Football, Running, Training and Sportstyle Prime & Select to drive future growth worldwide.
Reducing the cost base
PUMA has begun to reduce costs in key areas of the business by identifying and eliminating operational inefficiencies. In addition, the number of new product items launched each season will be continuously reduced.
By the end of 2026, PUMA plans to reduce approximately 1,400 administrative positions (based on approximately 7,000 existing positions at the beginning of 2025). A significant portion of these cuts were already completed in 2025.
With the strategic reset initiated by PUMA in 2025, the company aims to return to growth from 2027 onwards, following a transition year in 2026.
