Puma: a turnover of €8.817bn (+2.5%) and net profit of €281.6m (-7.6%) in 2024

Puma has posted a record turnover of €8.817bn for the 2024 financial year (from 01/01 to 31/12/2024), up 2.5% (on a currency-neutral basis) compared to 2023 (€8.601bn), according to the German equipment manufacturer on 11/03/2025.

The brand's net profit is down for the second year in a row and amounted to €281.6m over the period, compared to €304.9m the previous year (-7.6%). Operating profit (EBIT) is stable at €622m (€621.6m in 2023).

Puma generated 72.5% of its 2024 turnover through wholesale (€6.391bn, -1.2%), while DtoC sales increased by 13.7% to €2.425bn. The brand also recorded a strong increase in e-commerce revenues (+21.1% on 2023).

The German group achieved growth in all its geographic markets. The Americas, impacted by the fall in the price of the Argentinian peso in 2023, return to being Puma's main market in 2024 (€3.536bn, or 40% of total turnover, up 4.3%), ahead of the EMEA zone (€3.475bn, +1.7%). The Asia-Pacific region saw an increase of 0.7% (€1.805bn).

In terms of segments, all of which also posted growth, footwear remains Puma's main product, with sales of…