Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

The Business of Fashion
Financial Markets

Puma Earnings Beat Analysts’ Estimates on Soccer and Women’s Shoes

Puma reported second-quarter profit that topped analysts’ estimates as the German sneaker maker got a lift from Europe’s soccer championships and a focus on the women’s market.
Fenty by Rihanna for Puma | Source: Puma
By
  • Bloomberg

HERZOGENAURACH, Germany — Puma SE reported second-quarter profit that topped analysts' estimates as the German sneaker maker got a lift from Europe's soccer championships and a focus on the women's market.

Earnings before interest and tax rose to €12 million ($13 million), Puma said in a statement Wednesday. Analysts expected €10.6 million. Sales rose 7 percent to €827 million, compared with the €820 million consensus.

Chief executive officer Bjoern Gulden, three years into a turnaround effort, is balancing sports and style, pushing brash multicoloured soccer cleats and a partnership with sprinter Usain Bolt at the same time he's promoting women's designs marketed with singer Rihanna and celebrity Kylie Jenner.

Sales of Puma sports shoes at US retailers rose 40 percent in May and 17 percent in June, helped by sales of women’s sneakers, according to Matt Powell, an analyst at NPD Group.

By Aaron Ricadela; editors: Matthew Boyle and Thomas Mulier.

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Financial Markets
A financial lens on the fast-changing fashion sector, including markets, investors and deals.

L Catterton: Finding Value in a Tough Market

Nikhil Thukral, managing partner at the LVMH-affiliated private equity fund, talks about the ingredients of winning companies, the dynamics challenging fashion's incumbents and how economic shifts are shaping investor strategies in the BoF-McKinsey State of Fashion 2025.

The Best of BoF 2023: Diversity’s Litmus Test

In 2020, like many companies, the $50 billion yoga apparel brand created a new department to improve internal diversity and inclusion, and to create a more equitable playing field for minorities. In interviews with BoF, 14 current and former employees said things only got worse.

The Year Ahead: The Future of Fashion Deal-Making

For fashion’s private market investors, deal-making may provide less-than-ideal returns and raise questions about the long-term value creation opportunities across parts of the fashion industry, reports The State of Fashion 2024.

view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.

When War and Luxury Collide

Escalating conflict in the Middle East is exposing how quickly geopolitics can disrupt even luxury’s most carefully cultivated retail hubs.

Nike’s Latest SEC Filing Revives Converse Sale Speculation

In a document filed with the Securities and Exchange Commission, the company’s management has approved a plan for organisational changes expected to cost the brand nearly $300 million. One analyst posited the target could be its struggling subsidiary.

VIEW MORE

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions, Privacy Policy, Cookie Policy and Accessibility Statement.