Puma SE is a German sportswear brand known for its agility, fashion collaborations, and deep motorsport roots.
What Does Puma Do?
Puma designs and manufactures athletic and casual footwear, apparel and accessories.
How Does Puma Make Money?
Puma operates a standard wholesale and DTC sportswear model, heavily indexing its brand value on cultural relevance rather than pure athletic performance.
Puma History
Puma was founded in 1948 by Rudolf Dassler after a bitter split with his brother Adolf (who founded Adidas).
Puma CEO and Leadership
Arthur Hoeld, a former Adidas executive, became CEO on July 1, 2025, succeeding Arne Freundt. Under Hoeld, Puma called 2025 a reset year and 2026 a transition year as it cleans up distribution and inventory.
Who Owns Puma?
Puma is a public company listed in Frankfurt (PUM). In January 2026 the Pinault family's Groupe Artémis agreed to sell its 29.06% stake to China's Anta Sports for about $1.69 billion (€1.5 billion), which will make Anta the largest shareholder. Anta has said it does not plan a full takeover. The remaining shares are held mainly by institutional and retail investors.
Puma in 2026
Puma's H1 2026 sales fell 5.2% currency-adjusted to ~$4.02 billion (€3,554.4 million). Asia/Pacific grew 8.3%, while EMEA and the Americas declined as Puma cut mass-merchant wholesale business.
Table of Contents
Puma SE Key Facts
| Company | Puma SE |
|---|---|
| Annual revenue change | -13.1% (FY2024–FY2025) |
| Financials | ~$8.2B (FY2025, last reviewed October 2026) |
| Market Cap | $3.7B |
| FY2025 net income | loss ~$729.4M |
| Last reviewed | By Swet Parvadiya, Founder & Editor - October 2026 |
| Founded | 1948 |
| Founder(s) | Rudolf Dassler |
| CEO | Arthur Hoeld |
| Headquarters | Herzogenaurach, Germany |
| Industry | Sportswear and athletic apparel |
| Employees | 21,194+ |
Puma Company Profile: Revenue, Business Model & Strategy
"Puma SE is a German sportswear brand founded in 1948 out of a bitter family feud. Today, it is a brand with about US$8.2B (€7.3B) in FY2025 sales, built on motorsport, fashion collaborations, and track dominance."
Puma SE is a German sportswear company founded by Rudolf Dassler in 1948. It is the third-largest sportswear manufacturer globally, known for its lifestyle collaborations and dominance in motorsport apparel.
Revenue
~$8.2B
Founded
1948
Recorded annual revenue change
Puma SE had ~$9.5B of annual revenue in FY2024 and ~$8.2B in FY2025. Revenue fell 13.1% between those fiscal years.
Source for FY2025Compare Puma SE With
Explore Puma In Depth
Detailed research across every dimension of Puma — history, financials, leadership, and strategy.
Company History
Puma SE is a Herzogenaurach, Germany-based sportswear company founded by Rudolf Dassler in 1948, and it is the third-largest brand in the industry after Nike and Adidas.
Full Puma history →Revenue & Financials
Puma had ~$8.2B in revenue for fiscal year 2025. Data covers 10 fiscal years. Market capitalization stands at approximately $4B.
Puma financials →Founders
Puma was founded by Rudolf Dassler in 1948 in Herzogenaurach, Bavaria, Germany. Explore each founder's background, motivations, and their role in building the company.
Puma founders →CEO & Leadership
Puma is currently led by Arthur Hoeld. Explore the full CEO history — leadership transitions, tenures, and the strategic decisions of each chief executive.
Puma CEO history →Business Model
Puma makes money by selling footwear, apparel and accessories under the PUMA, Cobra Golf and stichd names through two channels.
How Puma makes money →Acquisitions
Puma has completed 3 documented acquisitions. Explore the full acquisition history and strategic rationale behind each deal.
Puma acquisitions →Competitive Strategy
Under Arthur Hoeld, Puma's plan is to make the brand more premium and less dependent on discount channels. In practice that means cutting undesirable wholesale and mass-merchant accounts, clearing excess inventory,…
Puma strategy →Related Company Comparisons
Our analysts compile business strategy profiles from public financial filings, press releases, and analyst reports. Each profile is reviewed for accuracy before publication by our editorial desk and updated on a rolling basis.
Sources & References
- [1]Puma SE Corporate Website
- [2]Puma SE 2025 revenue figure: PUMA SE (ETR:PUM) annual reports, as compiled by S&P Global (via StockAnalysis)
- [3]about.puma.com
- [4]annual-report.puma.com
- [5]about.puma.com
- [6]companiesmarketcap.com
- [7]about.puma.com
- [8]businesswire.com
- [9]en.wikipedia.org
- [10]about.puma.com
Financial data on this page is sourced from SEC EDGAR filings, official earnings releases, and verified press statements. Revenue figures are reviewed and updated periodically. Read our full data methodology ->
Primary source: about.puma.com/
Editorial Methodology
We use company filings, annual reports, company statements and press reports, with primary sources preferred where available. Each financial row shows its recorded source. Full-year figures are separated from annualized run-rates, partial periods and forecasts; unaudited figures carry a label. Source detail varies by company, so check the linked material when the reporting basis matters.
Public companies may provide filings and annual reports. Private-company figures may come from statements or press coverage. A missing figure stays missing, and a source link should identify where its number came from.
We organize company records and review claims for strategic context, source quality and clarity. Pages show a review date where one is recorded.
Technical checks flag inconsistent figures and missing links. Editorial review of the underlying source remains necessary for claims those checks cannot verify.
Frequently Asked Questions About Puma
How does Puma make money?
Puma makes money by selling footwear, apparel and accessories. About two-thirds of sales come from wholesale to retail partners and the rest from its own stores and e-commerce. In Q2 2026, wholesale brought in ~$1.24 billion (€1,094.8 million) and direct-to-consumer ~$673 million (€595.8 million), or 35.2% of sales. Footwear is the biggest division, with ~$2.29 billion (€2.03 billion) in H1 2026 sales.
Who owns Puma?
Puma SE is publicly traded on the Frankfurt Stock Exchange. Its largest shareholder had been Groupe Artémis, the Pinault family holding company, with 29.06%. In January 2026 Artémis agreed to sell that stake to China's Anta Sports for about $1.69 billion (€1.5 billion) (€35 per share), which will make Anta the largest shareholder. Anta has ruled out a full takeover.
Who are Puma's main competitors?
Puma's main competitors are Nike and Adidas, the two larger global sportswear brands. It also competes with New Balance, Asics, On, Hoka (Deckers), Under Armour and Lululemon, and in China with Anta and Li Ning.
What is Puma SE and what products does the company make?
Puma SE is a German sportswear company that designs and markets athletic and casual footwear, apparel and accessories under the PUMA, Cobra Golf and stichd brands. Production is done by contract manufacturers.
Where is Puma SE headquartered and how large is its global workforce?
Puma SE is headquartered in Herzogenaurach, Bavaria, Germany, the same town as Adidas. It reported 21,194 employees in its 2025 annual report and sells its products in more than 120 countries.
Who is the Chief Executive Officer of Puma SE?
Arthur Hoeld, a former Adidas executive, became Chief Executive Officer of Puma on July 1, 2025. He succeeded Arne Freundt, who led the company from November 2022.
What are Puma's most well-known footwear franchises and sports partnerships?
Puma's well-known footwear silhouettes include the Puma Suede, Clyde, Speedcat, King (football boots), and modern Nitro running lines. The brand sponsors well-known athletes and sports teams, including Usain Bolt, Neymar Jr., Manchester City FC, AC Milan, and the Ferrari, McLaren, and Aston Martin F1 teams.
What was Puma SE's total revenue in recent fiscal years?
Puma SE reported revenue of €7.30 billion (about US$8.2 billion) for 2025, down 13.1% from ~$9.49 billion (€8.40 billion) in 2024, with a net loss of about $729 million (€645.5 million). Sales peaked at ~$9.72 billion (€8.60 billion) in 2023. In H1 2026, sales were ~$4.02 billion (€3,554.4 million), down 5.2% currency-adjusted.
How did the historic sibling rivalry create both Puma and Adidas in 1948?
Following a bitter personal split in 1948 between brothers Rudolf and Adolf Dassler, who previously operated the Gebrüder Dassler Schuhfabrik in Herzogenaurach, Rudolf Dassler founded Puma (initially Ruda), while Adolf (Adi) Dassler founded Adidas on opposite sides of the Aurach river.
What is Puma's 'Forever Faster' brand positioning?
Launched as Puma's defining brand mission, 'Forever Faster' highlights the company's commitment to high-speed performance athletics, rapid product design innovation, trend responsiveness in street culture, and high-energy marketing campaigns.
Head-to-Head Comparisons
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