As 2025 Sales and Profits Plunge in Puma’s ‘Reset,’ Executives Emphasize the Future

This story was updated at 10:45 am EST BERLIN – Having ended a challenging year with what was Puma‘s worst net loss ever in absolute terms, executives at the German sportswear brand were keen to emphasize plans for a reset and talk about the transitional nature of the coming year. More from WWD In 2025, the brand’s annual sales fell 8.1 percent in currency adjusted terms to 7.29 billion euros, down from 8.39 billion euros in 2024, but slightly better than market consensus. Puma ended last year with a pa ...