Puma to remain loss-making this year, cancels dividend in turnaround drive
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Puma expects to remain loss-making in 2026, forecasting an operating loss of €50-150 million and cancelling its dividend for 2025. The company reported a narrower loss of €357.2 million in 2025, better than analyst expectations. Sales fell 8.1% to €7.3 billion, with a continued decline anticipated this year. Under new CEO Arthur Hoeld, Puma is implementing a turnaround strategy amid weak demand and U.S. tariffs. China's Anta has acquired a 29% stake in Puma to support sales growth in the region.
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