Puma Forecasts Operating Loss for 2026, Cancels Dividend

Key Financial Projections

German sportswear manufacturer Puma announced it expects an operating loss ranging from 50 million to 150 million euros for the year 2026. The company has also cancelled its dividend for 2025, a year after distributing 0.61 euros per share to its shareholders.

Company Performance Overview

This forecast is part of a broader turnaround strategy led by new CEO Arthur Hoeld. For 2025, Puma reported a loss before interest and tax of 357.2 million euros, which was less severe than the 374.3 million euro loss analysts had anticipated. However, sales declined by 8.1% to 7.3 billion euros in 2025, reflecting tepid demand and wider industry pressures.

Market Impact and Future Strategy

Puma projects a continued but slower sales decline in the upcoming year, estimated in the low to mid-single-digit percentage range. A significant strategic move involves Anta, China's leading sportswear brand, which recently became Puma's largest shareholder with a 29% stake. Anta has committed to helping expand Puma's sales within the Chinese market.

Forward Outlook

Puma is currently implementing a cost efficiency program to navigate the challenging business environment. The success of its turnaround efforts and the strategic partnership with Anta will be critical factors for the company's future growth and market position.

FAQ

**Q:** What is Puma's operating loss forecast for 2026?
**A:** Puma forecasts an operating loss between 50 million and 150 million euros for 2026.

**Q:** Did Puma pay a dividend for 2025?
**A:** No, Puma cancelled its dividend for 2025.

**Q:** How did Puma's sales perform in 2025?
**A:** Puma's sales fell 8.1% to 7.3 billion euros in 2025 compared to the previous year.

Source: Investing.com