Back on the podium: Puma's strategy for a top-tier comeback

In 2025, Puma recorded the highest net loss in its corporate history. The Herzogenaurach-based sporting goods manufacturer is in the midst of a profound strategic shift. This shift is painful in the short term but is intended to enable a return to the top tier in the long run. During a press call on Thursday, CFO Markus Neubrand confirmed the historic loss. He emphasised that the result must be viewed in relation to the company's current size.