Market Data Current As Of: August 12, 2026
Explore Puma
Core profile pages, annual revenue records, and related research hubs for this company.
Explore Puma
Core profile pages, annual revenue records, and related research hubs for this company.
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Puma is focused on 'Elevating the Brand' by reducing promotional discounting, increasing marketing spend in key categories like running and basketball, and expanding its highly profitable women's lifestyle business.
Puma operates a standard wholesale and DTC sportswear model, but heavily indexes its brand value on cultural relevance rather than pure athletic performance. It partners heavily with non-traditional sports entities (like Formula 1 teams) and pop culture icons, acting more like an agile fashion brand than a massive sports conglomerate.
In 2006, Puma SE acquired American rival Cobra Golf for $3.8 billion to instantly double its US market share and challenge Nike. However, Puma SE severely mismanaged the brand, causing its popularity to plummet over the next decade.
No. After years of struggling to revitalize the brand, Puma SE finally admitted defeat and sold Cobra Golf to the Authentic Brands Group in 2021 for roughly $2.5 billion (a massive loss).
No. Puma SE acquired the premium golf equipment brand TaylorMade in 1997. However, it sold off its entire golf hardware division in 2017 to KPS Capital Partners to focus strictly on athletic footwear and apparel.
Yes, in 1997, Puma SE executed a massive merger with the French winter sports group Salomon (forming Puma SE-Salomon). It was a poor cultural fit, and Puma SE sold Salomon to Amer Sports in 2005.
Yes, Puma SE acquired the fitness tracking app Runtastic in 2015 for €220 million to build out its digital ecosystem and compete with Under Armour's digital acquisitions.