PUMA reported a 5.1% currency-adjusted decline in footwear sales to €1.011 billion for the third quarter of 2026, with running and low-profile sneakers providing pockets of growth. Group revenue fell 6.3% on the same basis to €1.776 billion, according to the company’s October 30 results.
The company cited muted performance in Core, Football and selected Sportstyle franchises. NITRO-supported running products and low-profile styles partly offset those pressures. Asia/Pacific sales rose 10% currency adjusted, supported by demand for silhouettes including Speedcat.
Wholesale sales declined 9.6% currency adjusted as PUMA reduced business with mass merchants and faced weaker retail-partner demand. Direct-to-consumer sales grew 1.2%, with e-commerce up 7.8%.
PUMA recorded an €11.4 million operating loss. It now expects a full-year EBIT loss of €80 million to €130 million, compared with its previous €50 million to €150 million loss range. Planned capital expenditure was reduced to below €150 million.
The footwear picture shows why a brand reset is more demanding than a popular silhouette alone can resolve. Product momentum is visible, but the commercial task also involves controlling distribution, converting demand through owned channels and improving profitability as the wider assortment adjusts.
