Puma: €3.554bn in turnover in the first half of 2026, down 7.9%

Puma posted revenue of €3.554bn in the first half of 2026 (from 1 January to 30 June 2026), down 5.2% at constant exchange rates (-7.9% on a reported basis) compared with the first half of 2025 (€3.861bn), the German sportswear manufacturer announced on 31 July 2026.

During the first six months of 2026, Puma's sales declined in the EMEA region (€1.448bn, -11.6%) and the Americas (€1.256bn, -5.4%), while increasing in the Asia-Pacific region (€849.8m, +8.3%). Sales decreased in all product divisions with footwear down 6.9% to €2,025bn, apparel down 1.8% to €1,098bn and accessories down 5.9% to €430.8m.

Despite a 4.3% decline in its apparel division during the second quarter of 2026, Puma highlighted that "football contributed to growth, supported by sales of Puma jerseys for the eleven national teams (out of 48) that qualified for the 2026 World Cup," held from 11 June to 19 July 2026.

"The sales decline was primarily driven by the reset measures initiated in the third quarter of 2025 and lower consumer demand in key regions amid the ongoing conflict in the Middle East. The negative…