Core Viewpoint - Artemis, the holding company of the Pinault family, will not sell its 29% stake in Puma at the current market value and is not in negotiations for a deal, despite previous reports suggesting otherwise [1][2]. Stake and Market Activity - Artemis' stake in Puma is valued at approximately $960 million, and the company has received interest from various potential buyers, including private equity firms and industry peers, but is not currently negotiating any sales [1][2][5]. - Following the August 25 report about potential buyers, Puma shares surged by 15% but have since lost most of those gains [2]. Valuation and Market Performance - A source indicated that Artemis believes Puma is worth significantly more than its current market value, reflecting a strong belief in the brand's potential despite its recent struggles [3]. - Puma's shares have decreased over 60% in value over the past two years due to a loss of market share and challenges in generating interest in new sneaker models [3]. Future Outlook - While Puma may not remain in Artemis' portfolio indefinitely, the timing for a sale is not considered right at present [4]. - The newly appointed CEO of Puma, Arthur Hoeld, has the full confidence of Artemis, and the company does not face any debt maturities in the near term that would necessitate asset sales [6].

Core Viewpoint - Puma has faced significant challenges, with its stock price plummeting 18.4% on July 25 due to disappointing Q2 and H1 2025 financial results, leading to a downward revision of its performance expectations for the fiscal year [2][4]. Financial Performance - In Q2 2025, Puma reported global revenue of €1.942 billion, a 2% decline year-on-year, falling short of market expectations of €2.06 billion, and an adjusted operating loss of €13.2 million [2]. - The company anticipates a "low double-digit percentage decline" in full-year sales, a stark contrast to previous expectations of "low to mid-single-digit growth" [4]. - Profit forecasts have turned pessimistic, with expectations shifting from a profit of €445 million to €525 million to an operating loss for the year [5]. Strategic Adjustments - Puma has implemented supply chain optimizations, pricing strategy adjustments, and enhanced collaboration with partners to mitigate pressures, but expects a reduction of approximately €80 million in gross profit due to U.S. tariffs [5]. - The company initiated the "Nextlevel" efficiency plan in February, which is expected to incur up to €75 million in one-time costs, including store closures and restructuring expenses [5]. Leadership Changes - The recent dismissal of former CEO Arne Freundt was due to strategic execution disagreements, with new CEO Arthur Hoeld emphasizing a return to sports and brand principles as crucial for Puma's future [6][8]. - This marks the second CEO change in three years, following the departure of Björn Gulden, who was seen as a key figure in Puma's previous resurgence [6]. Market Position and Competition - Puma's performance has been underwhelming in recent years, with 2024 sales growth of 4.4% to €8.82 billion and a net profit decline of 7.6% to €282 million [5]. - The company faces intense competition from established brands like Nike and Adidas, as well as emerging brands such as On, Hoka, and Lululemon, which are gaining market share [5]. - Competitors like Adidas and Hoka reported significant revenue growth in 2024, with increases of 12% and 33.2% respectively, highlighting the competitive pressures Puma is facing [5]. Sponsorship and Partnerships - Puma has secured a new long-term partnership with Manchester City FC, valued at £100 million annually, potentially exceeding £1 billion over the contract's duration, marking a significant investment in the football sector [8].

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].