Puma stock rises as Q3 sales beat and loss range narrows
Published on 10/30/2026 at 16:57 | Editorial responsibility: Rafael Müller, Editor-in-Chief AD HOC NEWSQ3 results reshape Puma outlook
- Puma's third-quarter sales declined on weaker demand in North America and EMEA, while Asia-Pacific grew.
- The company narrowed its full-year EBIT-loss range and reduced its capital expenditure target.
- Inventory reduction and stronger free cash flow provided support during the transition year.
PUMA reported a weaker third quarter on October 30 but narrowed its full-year loss outlook. The sportswear group said currency-adjusted sales fell 6.3% to EUR 1,776.2 million, while its updated outlook points to a 2026 operating loss of EUR 80 million to EUR 130 million, compared with the previous range of EUR 50 million to EUR 150 million. PUMA published the figures from Herzogenaurach.
Puma stock traded at EUR 26.52 on Lang & Schwarz at 16:44 CEST on Friday, October 30, 5.20 percent above the Xetra close of Thursday, October 29. The real-time quote of Puma stock is available for investors following the share.
Sales remain under pressure
Reported sales declined 5.0% from the prior-year quarter. PUMA attributed the contraction mainly to reset measures that reduced less desirable wholesale business and to softer consumer demand in North America and EMEA. Asia-Pacific sales rose 10.0% on a currency-adjusted basis, supported by demand for low-profile sneakers, especially the Speedcat franchise.
Wholesale sales fell 9.6% to EUR 1,187.9 million, while direct-to-consumer sales increased 1.2% to EUR 588.3 million. E-commerce grew 7.8%, and the direct-to-consumer share reached 33.1%, up from 30.5% in the prior-year quarter.
Margins improve as EBIT turns negative
Gross margin increased to 49.5% from 45.4%, helped by lower sourcing prices and EUR 29.8 million of tariff refunds. Nevertheless, EBIT fell to a loss of EUR 11.4 million from a profit of EUR 16.2 million, with the latest figure including EUR 11.7 million of one-time costs tied to the cost-efficiency programme.
Inventory declined 24.3% to EUR 1,608.9 million, while free cash flow improved to EUR 92.0 million from negative EUR 43.0 million a year earlier. The changes give management more room to address the brand reset, although the sales decline keeps pressure on the turnaround.
Lower investment target for 2026
PUMA kept its forecast for a low- to mid-single-digit currency-adjusted sales decline in 2026. It now expects capital expenditure below EUR 150 million, compared with the previous expectation of around EUR 200 million, as investments are focused on digital infrastructure, direct-to-consumer channels and selected strategic initiatives.
The company also said ANTA Sports became its largest shareholder in October. Arne Arens is scheduled to join the management board as Chief Commercial Officer on November 15, 2026.
The broader DAX market environment remains relevant for investors assessing Puma's sector-sensitive recovery.
More news and analyses on Puma stock cover the company's turnaround and market position.
PUMA SE stock facts
- Company: PUMA SE
- ISIN: DE0006969603
- Lang & Schwarz price: EUR 26.52 on October 30, 2026, at 16:44 CEST
- Change versus Xetra close: 5.20% above the October 29, 2026 close
- Xetra close: EUR 25.21 on October 29, 2026
- Sector: Sportswear
