Puma will eliminate 900 additional corporate roles by the end of 2026, bringing total layoffs to about 1,400 jobs as part of its ongoing global turnaround plan.
The cuts, affecting both wholesale and direct-to-consumer operations, aim to streamline costs and refocus the brand’s long-term growth strategy.
The restructuring follows a leadership overhaul earlier this year, which saw Arthur Hoeld take over as CEO in July. Other key appointments include Maria Valdes as chief brand officer, Ronald Reijmers (formerly of Nike) overseeing global retail, and Andreas Hubert (formerly of Adidas) as chief operating officer.
Puma’s Q3 2025 results reflected the impact of the reset, with sales down 15.3% year over year to €2 billion ($2.3 billion), or 10.4% on a currency-adjusted basis.
The company posted a net loss of €62.3 million, compared with €127.8 million in profit a year earlier, as gross margin narrowed to 45.2%. Inventories rose 17.3%, though Puma expects to normalise levels by late 2026.
The company said it will narrow its assortment, reduce seasonal launches, and exit unproductive wholesale partnerships to improve brand health. It expects to return to growth by 2027.
CEO Hoeld said Puma remains focused on rebuilding momentum, noting the brand’s “incredible potential” and “huge credibility across major sports.”
“Our ambition is to re-establish Puma as a top-three global sports brand,” he said, “returning to above-industry growth and healthy profitability in the medium term.”
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