Puma Shares Dive After Warning Of Full-Year Loss, U.S. Tariff Impact

Puma shares have dropped 17% after the sportswear brand warned it now expects a full-year loss, citing declining sales and the impact of U.S. tariffs on profits, Jenny McCall reported for Yahoo Finance.

The year 2025 is a reset for Puma, while 2026 is targeted to be its transition year.

Reuters also reported that Puma has struggled to attract shoppers, with re-released retro sneakers—such as the Speedcat—falling short of expectations. CEO Arthur Hoeld, who took the helm on July 1, acknowledged the need for a strategic reset.

“This year, 2025, will be a reset for Puma, and 2026 will be a transition year for us,” Hoeld said.

Formerly the sales chief at Adidas, Hoeld was appointed by Puma’s board in April to turn performance around.

“We as a company need to take a hard look at ourselves,” he told journalists on a conference call. “We have tremendous potential with a brand that hasn’t been fully unlocked—but it requires a reset and a new path forward.”