Puma shares tanked by a fifth on Friday after the German sports apparel brand slashed its outlook for the full year, citing the impact from US tariffs.
Puma SE
25 July 2025 09:31:22
Source: Sharecast
The company overnight said it now expected to make an operating loss in 2025 – but did not elaborate — and added that annual sales would fall by a low double digit percentage, compared with prior guidance of low-to-mid single digit-growth.
It also warned US tariffs on imports would cut 2025 gross profit by around €80m.
Puma said it expected currency-adjusted sales for the year to fall by at least 10%, having previously forecast low- to mid-single-digit growth.
Second-quarter currency-adjusted sales of €1.94bn were below forecasts as North America sales fell 9.1% and Europe 3.9%.
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