PUMA Secures Over €600 Million In Fresh Financing To Fuel Global Growth

PUMA strengthens its balance sheet with more than €600 million in fresh financing. This signals a strategic move to secure liquidity. It supports its long-term growth plans in the global sportswear market.

PUMA’s new financing package

Sports company PUMA SE has secured a bridge loan of €500 million and additional confirmed credit lines of €108 million. This brings total new financing to more than €600 million. These facilities are intended to refinance utilizations of PUMA’s existing €1.2 billion Revolving Credit Facility. Consequently, it gives the brand more flexibility and financial breathing room.

The new bridge loan of €500 million was fully underwritten by Santander Corporate & Investment Banking (Santander CIB). This highlights strong bank support for PUMA’s current strategy. Both the bridge loan and the additional credit lines have a maturity of up to 2 years. Therefore, this provides PUMA with a medium-term window to finalize a more permanent funding structure.

Why PUMA is securing extra liquidity

According to Chief Financial Officer Markus Neubrand, “even though our existing Revolving Credit Line and the promissory notes (Schuldscheindarlehen) are staying continuously available. Today’s announcement will add more financial flexibility as we are working to finalize our long-term funding structure. The fact that Bank partners have further increased their exposure and business underscores the confidence in our future business model and strategic direction. This will allow us to execute on our strategic priorities and our ambition to establish PUMA as a Top 3 sports brand globally”.

What it means for PUMA’s growth plans

Neubrand said the strengthened financing position will help PUMA execute on its strategic priorities. This includes its ambition to cement PUMA as a Top 3 global sports brand. With rivals like Nike and Adidas also investing heavily in performance, lifestyle, and direct-to-consumer channels, this additional financial headroom gives PUMA room to compete on product, innovation, and distribution.

For retailers and wholesale partners, the move suggests PUMA is focused on stability and long-term collaboration. It is rather than short-term cost-cutting. In the broader context of the sportswear market, fresh financing of more than €600 million positions PUMA to continue investing in brand heat and athlete partnerships. This includes new collections that can drive sell-through on the shop floor.

Impact on retailers and the fashion market

For fashion and footwear retailers, a more liquid and financially flexible PUMA can mean:

• Stronger product pipelines and timely deliveries, supported by the extra €600 million liquidity cushion.
• Potential for expanded wholesale programs and collaborations as PUMA pushes its Top 3 sports brand ambition.
• Greater stability in joint planning, as PUMA works from a reinforced balance sheet while it finalizes long-term funding.

As multi-brand retailers reassess vendor risk and performance heading into 2025 and beyond, PUMA’s move to lock in a €500 million bridge loan and €108 million in confirmed credit lines can help strengthen confidence across its global partner network.

How does this support PUMA’s Top 3 brand ambition

Neubrand said the financing will help PUMA execute its strategic priorities. This includes its ambition to establish PUMA as a Top 3 sports brand globally. That goal demands sustained investment in performance innovation, lifestyle collections, digital capabilities, and athlete and team sponsorships across football, running, basketball, and more.

With more than €600 million in new liquidity layered on top of an existing €1.2 billion Revolving Credit Facility. PUMA is better positioned to keep funding product launches and marketing campaigns. Moreover, retail partnerships will continue even if macro conditions tighten. For the fashion and sports retail channel, that can translate into reliable assortments, stronger storytelling at the point of sale, and more consistent cross-channel activations.

Why this matters for retailers and investors

For retailers, franchisees, and distributors, PUMA’s move signals a focus on stability and long-term partnership rather than defensive cost-cutting. A reinforced balance sheet can help PUMA manage inventories more dynamically, support key accounts with aligned growth plans, and maintain service levels even when demand patterns shift.

For investors, the combination of a €500 million underwritten bridge loan, €108 million confirmed credit lines, and continued access to a €1.2 billion Revolving Credit Facility suggests a deliberate, proactive approach to liquidity management. It shows PUMA is using the current funding window to secure optionality while gearing up for its next phase of global growth.