Puma reduces expectations for the whole year with a decrease in sales 2 % in Q2 2025

The German Sports Games brand updated PUMA with its fiscal organization for the entire year of 2025 and is now expecting a low percentage of the two numbers in the modified sales that were adjusted to the currency amid the direction of sales in the second quarter (Q2).

The trademark was about 2 % decreased sales of currency to 1.94 billion euros (2.25 billion dollars) in the second quarter of 2025, as the opposite wind of the currency was affected by 135 million euros.

The company’s business has witnessed a decrease of 6.3 % to 1.34 billion euros, and is affected by “softness” in the United States, China and European markets.

On the other hand, the consumer’s direct PUMA business (DTC) grew by 9.2 % to 601.1 million euros, with the expansion of the e -commerce scope by 19.4 % and 3.4 % retail sales stores. DTC share increased to 30.9 %, an increase of 27.8 % in the same quarter of the previous year.

The modified profits before the interest and taxes (EBIT) decreased to -13.2 million euros, with one -time cost related to the “Next Level” program efficiency and the weakness of goodwill of 84.6 million euros, which affects the operating result, which amounted to -97.8 million euros.

The net income, which is due to non -control interests, decreased, which led to a clear loss of -247 million euros and arrow profits per -1.67 euros.

In the first half of 2025, sales decreased by 1 % to 4.02 billion euros, with currency fluctuations that negatively affect sales by 163 million euros.

The average EBIT for the first half decreased by 77.4 % to 62.5 million euros, and the amount was reported at -40.1 million euros.

The financial result decreased by 27.7 % to -88.7 million euros, in the first place “due to the high net interest expenses.” The net loss amounted to -246.6 million euros, with an arrow’s profits at a price of -1.67 euros.

The company expects the direction of the submitted sales seen in the second quarter throughout the year, which will increase the inventory sizes.

So you plan to intensify efforts to reduce stock levels.

Although the company is implementing counter -measures including supply chain improvements, price reviews and partnerships, the US tariffs are still negatively affected on total profit by 80 million euros in 2025.

The company stated: “For EBIT, we expect a loss in the full year 2025 (previously: EBIT from 445 million euros to 525 million euros), which reflects the most softened upper development, increased coin opposite winds, and the impact of the US tariff and additional measures, including topical charges, to further align the cost base in the second half of the year.

Puma Andreas Hubert Kyripran was appointed in the new operations on September 1, 2025. He will join Puma’s board of directors, which will then have five members.

HUBERT will supervise the operations of PUMA global sources, which include sustainability and product development, information technology and logistical services.

This date unifies the supervision of sources, information technology and logistical services to enhance efficiency within the leadership structure.

Previously, these areas were managed separately: sources were identified by the chief product official, information technology by the financial manager (CFO), and logistics under the jurisdiction of the CEO (CEO).

In April, Puma He claimed that 90 % of its products are produced from recycled Or the approved materials from 2024.

“Puma reduces the entire public expectations, as sales decreased by 2 % in Q2 2025” originally and published by Retail networkThe brand owned by Globaldata.

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