Newscasts - Puma expects more loss and cancels dividend in turnaround drive

PUMA SE

26/02/2026 10:44

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Source: 'Reuters - Business videos'

Description: German sportswear brand Puma canceled its dividend and said it expected to report another loss this year, although last year's results were better than analysts had expected, which boosted the share price in early trade on Thursday (February 26). Fiona Jones reports. 

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Video Transcript:

PUMA canceled its dividend and said Thursday it expects to report another loss this year, although last year's loss was smaller than expected, which boosted share price over 3% in early trade. The German sportswear brand's CEO Arthur Hoeld called 2025 a "reset year" for the company as sales slid in an increasingly competitive market. It expects an operating loss of $59 million and $177 million for the year ahead after reporting an operating loss of almost $421.7 million last year, a bright spot for analysts. They said PUMA's inventory numbers showed it was clearing out stock faster than it had expected, a positive sign. But PUMA typically sells at lower prices than rival Adidas, leaving it exposed to shoppers with limited budgets who are curbing spending. As part of the turnaround drive, Hoeld said he will curb discounting and cut an unsuccessful product range. PUMA said sales will continue to decline this year, but at a slower pace.