PUMA SE

What does PUMA own?
PUMA SE owns the PUMA brand and operates a portfolio of athletic footwear, apparel, and accessories sold in more than 120 countries. The company's products span performance sports categories including running, football, training, basketball, and motorsport, as well as lifestyle and fashion categories. PUMA does not own other sportswear brands and operates exclusively under the PUMA name. The company also holds sponsorship partnerships with football clubs, national teams, and individual athletes.

Is PUMA publicly traded?
Yes, PUMA SE is listed on the Frankfurt Stock Exchange under ticker PUM. The company has been publicly listed since 1986. Approximately 71% of shares are in free float. The Pinault family holding company Artémis holds approximately 29.99% of voting rights. In January 2026, Anta Sports announced an agreement to acquire this 29% stake from Artémis, subject to regulatory conditions.

Who founded PUMA?
PUMA was founded by Rudolf Dassler in 1948 in Herzogenaurach, Germany. Rudolf and his brother Adolf Dassler had previously operated the Dassler Brothers Shoe Factory together since 1924, but a personal dispute led to the dissolution of their partnership. Rudolf Dassler died in 1974 and was succeeded by his son Armin Dassler.

Where is PUMA headquartered?
PUMA is headquartered in Herzogenaurach, Bavaria, Germany, where the company was founded in 1948. The Herzogenaurach headquarters houses PUMA's global design, product development, and corporate functions. Adidas is also headquartered in Herzogenaurach, reflecting the shared origins of the two companies. PUMA does not own manufacturing facilities.

How many brands does PUMA own?
PUMA operates as a single-brand company. All products are sold under the PUMA name, with sub-brands and collections serving as product identifiers. The company does not own other sportswear brands. PUMA's portfolio includes performance sports products, lifestyle products, and limited-edition collaboration collections with fashion designers and celebrities.

Who owns PUMA?
PUMA SE is publicly listed on the Frankfurt Stock Exchange with approximately 71% of shares in free float. The Pinault family, through Artémis S.A.S. and Kering S.A., holds approximately 29.99% of voting rights, making it the largest single shareholder. In January 2026, Anta Sports announced a share purchase agreement to acquire this 29% stake from Artémis. The transaction is subject to conditions precedent, including regulatory approvals. If completed, Anta would become PUMA's largest single shareholder.

What is PUMA's revenue?
PUMA reported sales of EUR 7.30 billion for fiscal year 2025, down from EUR 8.40 billion in FY2024. The decline was primarily driven by a strategic reset initiated in the second half of 2025, which involved cutting distribution channels that were damaging brand desirability and reducing promotional activity. Reported EBIT for FY2025 was EUR -357.2 million, and the company proposed no dividend for the year.

The origins of PUMA trace to the Dassler Brothers Shoe Factory, founded by Adolf Dassler and Rudolf Dassler in Herzogenaurach, Germany in 1924. The brothers built a successful athletic shoe business, with their products worn by athletes at the 1936 Berlin Olympics. A personal dispute between the brothers during World War II led to the dissolution of their partnership.

In 1948, Rudolf Dassler founded PUMA Schuhfabrik Rudolf Dassler in Herzogenaurach. His brother Adolf founded Adidas across town the same year. The two companies became fierce rivals, and their competition divided the town of Herzogenaurach for decades, with residents and workers aligning with one company or the other.

PUMA established itself as a significant athletic footwear brand through the 1950s and 1960s. The company's football boots were worn by Pele during the 1970 FIFA World Cup, in a moment that became one of the most famous product placements in sports history when Pele requested a pause in play to tie his PUMA boots before the opening kickoff.

Rudolf Dassler died in 1974, and his son Armin Dassler took over the company. PUMA went public in 1986, listing on the Frankfurt Stock Exchange. The company faced financial difficulties in the late 1980s and early 1990s as it struggled to compete with Nike and Adidas, which had significantly larger marketing budgets and distribution networks.

In 1993, PUMA appointed Jochen Zeitz as CEO, making him at 30 the youngest CEO of a Frankfurt-listed company. Under Zeitz, PUMA repositioned from a pure performance sports brand toward a lifestyle and fashion brand with athletic roots. High-profile collaborations with fashion designers and celebrities drove a decade of strong revenue growth.

In 2007, French luxury group PPR (later renamed Kering) acquired a majority stake in PUMA for approximately 5.3 billion euros, giving PUMA access to Kering's retail expertise and financial resources. Kering subsequently increased its stake to approximately 86%. Over the following years, Kering progressively reduced its holding, distributing shares to its own shareholders and selling stakes. By late 2025, the Pinault family holding company Artémis held approximately 29.99% of PUMA voting rights, with the remainder in free float.

Bjorn Gulden was appointed CEO of PUMA in 2013 and led the company through a period of brand revitalization and revenue growth. Gulden left PUMA in 2022 to become CEO of Adidas. Arne Freundt was appointed as CEO in 2022 but was replaced by Arthur Hoeld in July 2025 after the company's strategic challenges intensified.

In the second half of 2025, Hoeld initiated a strategic reset. PUMA cut distribution channels that were damaging brand desirability, reduced promotional activity in its own channels, and launched a cost efficiency program that eliminated approximately 500 corporate positions in 2025, with a further 900 cuts planned by the end of 2026. The reset caused sales to decline 8.1% on a currency-adjusted basis for the full year, with reported EBIT falling to EUR -357.2 million. The Management Board and Supervisory Board proposed no dividend for FY2025.

On January 27, 2026, Anta Sports announced it had entered a share purchase agreement with Artémis to acquire a 29.06% stake in PUMA. The transaction is subject to conditions precedent. If completed, the Chinese sportswear group would become PUMA's largest single shareholder.

PUMA has committed to science-based targets for greenhouse gas emissions reduction across its operations and supply chain. The company uses recycled polyester, organic cotton, and bio-based materials in its products and has implemented water conservation and waste reduction programs in its supplier facilities.

PUMA maintains supplier codes of conduct and participates in industry initiatives including the Sustainable Apparel Coalition to improve factory conditions and environmental standards. The company conducts regular audits of its manufacturing partners and provides training on environmental and labor practices.

The company has developed take-back programs for used footwear and apparel, working with recycling partners to recover materials for use in new products. PUMA's design teams incorporate recyclability considerations into product development.

PUMA's sustainability reporting distinguishes between its own commitments and independent verification. The company's science-based targets have been validated by the Science Based Targets initiative (SBTi). PUMA is not a Certified B Corporation. The company publishes an annual sustainability report as a first-party source.

PUMA has received recognition for product design and sustainability initiatives from independent awarding bodies.

• Red Dot Design Awards: Multiple awards for product design excellence in footwear and apparel, recognizing innovative sneaker designs and performance footwear.
• ISPO Brand Award: Recognition for sustainability and innovation in sportswear, citing PUMA's environmental initiatives and product development.
• German Design Award: Multiple awards for product design, particularly for lifestyle sneaker collections and performance footwear.
• Fast Company Most Innovative Companies: Inclusion for innovation in sportswear design and sustainability practices.

PUMA has faced criticism regarding labor conditions in its global supply chain. The company sources products from factories in Vietnam, China, Bangladesh, and other countries where labor standards have been subjects of advocacy campaigns. PUMA has published supplier codes of conduct and participates in industry initiatives to improve factory conditions.

The company has also faced scrutiny regarding the environmental impact of its products and manufacturing processes. PUMA has published sustainability commitments targeting reductions in greenhouse gas emissions, water usage, and plastic waste across its supply chain.

In 2025, PUMA's strategic reset and associated job cuts of approximately 1,400 corporate positions drew attention from labor representatives and media. The company stated the reductions were necessary to optimize its cost base and eliminate operational inefficiencies. PUMA secured additional financing in late 2025 and early 2026, including a EUR 500 million bridge loan and EUR 375 million in promissory note transactions, to support the operating business during the reset period.

The proposed acquisition of a 29% stake by Anta Sports may attract regulatory scrutiny, given Anta's Chinese ownership and the increasing sensitivity of cross-border investments in consumer brands. The transaction is subject to conditions precedent, including regulatory approvals.