Puma facing ‘existential identity crisis' as shares tumble on profit warning

Core Viewpoint - Puma's shares fell 16% following the announcement of an expected annual loss due to declining sales and the impact of US tariffs on profits [1][5]. Group 1: Sales and Financial Performance - Puma anticipates a decline in annual sales of at least 10%, a significant downgrade from previous forecasts of low to mid-single-digit growth [7]. - The company's second-quarter currency-adjusted sales were reported at 1.94 billion euros, with North America sales down 9.1% and Europe down 3.9% [9]. - US tariffs are projected to reduce Puma's gross profit by approximately 80 million euros ($94 million) this year [5][8]. Group 2: Strategic Changes and Leadership - CEO Arthur Hoeld, who took office on July 1, indicated that 2025 will be a reset year for Puma, with 2026 expected to be a transition year [1][3]. - Hoeld plans to review Puma's growth strategy and improve the quality of wholesale distribution, with a detailed roadmap to be shared by the end of October [3]. - The company aims to reduce its sourcing from China further from the current 10% [7]. Group 3: Market Position and Competition - Analysts suggest that Puma is experiencing an identity crisis in a highly competitive sporting goods market, especially with Nike's resurgence [4]. - The reliance on Southeast Asian countries for production makes Puma particularly vulnerable to US tariffs [6][10].