Puma Reports Largest Loss in Company History
- Financial Loss: Puma reported a net loss of €643.6 million for 2025, a significant downturn compared to the previous year's profit.
- Restructuring Plan: Puma has launched a restructuring program to address excess inventory and discounting, focusing on reducing product volumes and expanding direct-to-consumer sales.
- Market Position: Puma aims to regain its position as the world’s number three sports brand, despite recently falling behind competitors like Skechers and Anta Sports.
While Adidas is virtually printing money currently, Puma has posted the biggest loss in its nearly 80-year history, reporting a net deficit of €643.6 million for 2025. The year before, the German sportswear brand had recorded a profit of €280.7 million.
Puma Loses €643 Million in 2025
Revenue declined by 13.1% to just under €7.3 billion. CEO Arthur Hoeld described 2025 as a “reset year” and confirmed that losses are expected to continue in 2026, with a return to growth targeted for 2027.
Puma has struggled with excess inventory and heavy discounting, as retailers sold products at significantly reduced prices. The company has launched a restructuring program that includes reducing product volumes, focusing on core sports categories, expanding direct-to-consumer sales and closing unprofitable stores. Remaining stock will be sold through factory outlets and selected partners, with no destruction of goods planned.
Adidas' operating profit rose by 54% to €2.06 billion
Meanwhile, Adidas exceeded its own forecasts for 2025, reporting a record revenue and a sharp increase in operating profit - operating profit rose by 54% to €2.06 billion.
In the global sportswear ranking, Puma has recently fallen behind competitors such as Skechers and Anta Sports. Its long-term goal remains to re-establish itself as the world’s number three sports brand behind Nike and Adidas.
Can Puma’s restructuring plan restore the brand’s position among the top three globally, or will the competitive pressure continue to grow? Let us know your thoughts in the comments.
FC Machida Zelvia 26-27 Home Kit Released
Japanese J1 League side FC Machida Zelvia has officially released its new home kit for the 2026-2027 season.
The Adidas FC Machida Zelvia 26-27 home shirt is anchored by the club's traditional deep blue base color, which is elevated by a striking, sharp geometric graphic across the upper chest. This graphic is not bespoke but a new streamlined graphic by Adidas, also used by the Faroes Islands.
To provide a premium contrast, metallic gold is heavily utilized for the classic Three Stripes on the shoulders, the collar and cuff trim, and the Adidas logo itself. The primary "CyberAgent" sponsor, along with secondary collarbone partners, are applied in white.
Barcelona 26-27 Third Training Leaked
Barcelona shirt insider @memorabilia1899 gives us a a look at the Barça Third Elite Drill Top 26-27, matching the 26-27 third kit colors.
St. Gallen 2026-27 Third Kit Released
St. Gallen has released the new 26-27 third kit, made by Puma.
The Puma FC St. Gallen 2026-27 third jersey features a predominantly white base, highlighted by two distinct chest stripes in different shades of green. This crisp color combination stays true to the club's traditional identity while offering a unique variation for their change kit. The Puma logo and club crest are prominently displayed on the chest, completing the sleek look of the shirt.
