Puma's Financial Struggles and Potential Takeover by Adidas
The financial markets were aware that Puma was facing difficulties. In the second quarter of 2025, the sports clothing specialist's sales declined by 2%, totaling €1.94 billion. The company has revised its annual forecasts downward. The German brand now anticipates a double-digit decline in its turnover for the entire year and has issued a profit warning. Just a few months ago, it was much more optimistic, expecting moderate growth and a positive operating result of between €445 and €525 million. All of this has given way to a confirmed loss.
However, there is a potential way out: Adidas has reportedly submitted a proposal to take over Puma. For those who are not aware, the two brands share common roots. They originated from a family business founded by two brothers. A prolonged period of turmoil created deep disagreements between the two brothers over management, personal involvement, and creative control. The result was a definitive split between them, giving birth to two entities: Adidas and Puma. Both companies remained based in Herzogenaurach, their hometown, where their rivalry continued far beyond the company walls, even dividing the local population for decades.
In July 2025, Puma's CEO left his position to make way for a long-time former executive from Adidas, who took the reins as president and CEO. Was this a coincidence or preparation for the operation? The next few days will be crucial.
Key Points:
- Puma's sales declined by 2% in the second quarter of 2025
- The company has revised its annual forecasts downward, anticipating a double-digit decline in turnover
- Adidas has reportedly submitted a proposal to take over Puma
- The two brands share common roots, originating from a family business founded by two brothers
- The potential takeover could mark a significant shift in the sports clothing industry, potentially ending the long-standing rivalry between Adidas and Puma.
