The Sportware company Puma is preparing for an even longer phase of weakness.
In 2025 there was a “reset” and 2026 will be a transition year, said CEO Arthur Hoeld, which has only been in office since the beginning of July, in a conference call with journalists on Friday. The evening before, the manager had to cut the forecasts for the current year.
The company suffers from a weak demand, which is related to the global US customs disputes, but also has homemade causes. By the end of October, Hoeld now wants to take the time to develop a detailed strategy. The only thing that is certain is that the previous strategy of the adidas rival is not continued.
Among other things, the manager referred to the sales and the “story telling”, that is, the way to place the Puma brand on the market.