Puma cancels dividend and forecasts further losses for 2026
The German sportswear maker reported a 357.2 million euro loss for 2025 and scrapped its dividend. It expects another operating loss in 2026 as sales decline.
The sportswear manufacturer PUMA Se announced on Thursday that it expects to remain loss-making through 2026 as it navigates a strategic turnaround. Following a fiscal year in 2025 that saw a narrower-than-anticipated loss, the company confirmed it has cancelled its dividend for the year, having previously distributed 0.61 euros per share to its investors.
Based in Germany, the company is currently operating under the direction of its new CEO, Arthur Hoeld. The brand is working to overcome a period of stagnant demand for its sports apparel and specific footwear models, including the Speedcat line. These internal challenges have been compounded by external pressures, notably the industry-wide impact of import tariffs implemented by the United_States.
