German sportswear maker Puma said today it still expected to report a loss this year, after reporting a narrower-than-expected loss in 2025.
It also cancelled its dividend for 2025. It had paid out a dividend of €0.61 to shareholders a year earlier.
Under its new CEO Arthur Hoeld, Puma is undergoing a turnaround after tepid demand for its sports outfits and Speedcat sneakers as well as an industry-wide hit from US tariffs on imports weighed on the business.
The company said it expected an operating loss of between €50m and €150m in 2026.
The forecast included one-time effects related to the implemented cost efficiency programme, it said in a statement.
For 2025, it posted a loss before interest and tax of €357.2m, which compared with a profit of €548.7m a year earlier.
That was still ahead of an expected loss of €374.3m, based on an analyst poll provided by the company.
Puma expected sales to keep declining this year, albeit at a slower pace in the low- to mid-single-digit percentage range. Sales slid 8.1% to €7.3 billion in 2025 from a year earlier.
China's top sportswear brand Anta has promised to help Puma grow its sales in China, after striking a deal last month to become Puma's biggest shareholder with a 29% stake.
