Puma shaken the market last week with a forecasting and announced an operational loss for the first time in years. This is how analysts react.
• Puma capped the annual forecast last week and expected operational loss
• Analysts reduce price goals
• Great challenges for new boss
At the end of last week, the sporting goods manufacturer Puma shocked investors with a winning warning. The company corrected its forecast for the current year significantly down and announced an operational loss for the first time in years. The Puma share reacted in Xetra trading on Friday with a massive drop in the course of 15.96 percent to 20.70 euros.
Salvation collapsing core markets hard
The preliminary figures for the second quarter of 2025 were also disappointing: the total turnover fell 2 percent to 1.94 billion euros. The situation in the important sales markets is particularly dramatic: in North America, Puma recorded a drop in sales of alarming 9.1 percent, while Europe also significantly weakened with a minus of 3.9 percent. Before interest and taxes, there was also a loss of 13.2 million euros without one -time costs for the savings program. The company wants to present the final figures for the past annual quarter on Thursday.
The majority of analysts are red card – price targets under pressure
Analysts reacted alarmed to the latest developments and updated rows of their assessments for the Puma share. The experts see the further development critical due to the cloudy view and the continuing stress.
On Friday, the major Swiss bank UBS confirmed its “Sell” rating for the Puma share and also left the price target at 19.10 euros. According to analyst Robert Krankowski, the forecasting clearly shows that Puma has difficulties with the intensive competition.
At the DZ Bank, too, the recommendation for the Puma share is now “selling” – after it was “holding” beforehand. The price target reduced analyst Thomas Maul significantly from previously 22 euros to only 18 euros, since the challenges for the sporting goods manufacturer are currently too high in order to maintain the previous investment judgment.
The US bank JPmorgan also lowered the price target for the Puma share from 26 euros to 21 euros on Friday, but remained with its previous assessment, which is “neutral”. Analyst Chiara Battistini described the quarterly figures and the forecasting, despite the already declining expectations, as a significantly negative surprise.
Purchase recommendations for the share certificate, however, are still available from Deutsche Bank Research and Warburg Research – with course goals of 34 euros or even a whopping 60 euros. Both analyst Adam Cochrane from Deutsche Bank Research and Analyst Jörg Philipp Frey von Warburg Research in her assessment of Friday appreciated that the new Puma boss is apparently “clear ship” before presenting a new strategy.
The new CEO Arthur Hoeld, who has only been in office since July, is faced with a major challenge: immediately after taking office, he must initiate hard austerity measures and restructuring in order to get the company back on track.
This is how the Puma share does the day after Burglary
The Puma share was weaker on Monday: Ultimately, she lost 1.69 percent to 20.35 euros in Xetra trading.
Editor finance.net
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