Puma news and archive

Puma launches new podcast 'Go Wild'

Puma debuted its latest podcast, Go Wild, this morning, kicking off the series with a high-profile guest—Usain Bolt. The podcast is part of Puma’s broader global “Go Wild” campaign, which seeks to connect with younger audiences through dynamic storytelling and a more personal, digital-first approach. You can watch and listen to the first episode...

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What does Puma's sustainability claim mean that nine out of ten products are made from recycled or certified materials?

Sportswear giant Puma released its sustainability report just in time for Earth Day. The report highlights that the company achieved its 2021 goal of making nine out of ten products from recycled or certified materials that have lower emissions last year. But what does this mean exactly? FashionUnited took a closer look at the report. The...

Fashion

Puma launches 5am activations to spotlight running collection

Sportswear brand Puma is looking to target early-morning runners with a global 5am activation, which will offer consumers the chance to receive the brand’s latest performance silhouettes, including the Deviate Nitro 3 and Forever Run. The '5AM High Drops' activation has been timed to coincide with the arrival of spring and peak marathon training...

People

Puma names new president of North American business

Sportswear giant Puma has announced the appointment of Tara McRae as the new president of the brand’s North American business. McRae, who will step into the position immediately, most recently led the brand’s marketing and brand strategy in the region, deemed to be a “strategically important market” by Puma. She had returned to Puma back in 2024...

People

CEO change at Puma: Arthur Hoeld Succeeds Arne Freundt in 2025

German sportswear company Puma SE and CEO Arne Freundt are parting ways. His successor has already been named. The current CEO and the Supervisory Board have “mutually agreed that Arne Freundt will step down as Chief Executive Officer effective April 11, 2025, and leave the company after 14 years in various leadership positions due to differing...

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Puma named official partner of the Premier League

German sports company Puma has strengthened its ties with football after becoming the official partner of the Premier League in England, the most-watched football league globally. In a statement, Puma said the move was part of its strategy to “elevate the brand and strengthen its sports performance credibility,” and would see Puma becoming the...

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Is Formula One fashion’s new playground?

The new Formula One season kicks off this weekend in Australia and it seems that the motorsport dominated by the likes of Lewis Hamilton and Charles Leclerc has captured the fashion world with everyone from luxury fashion houses to sportswear brands and high street names looking for a piece of the action. Once confined to a predominantly...

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Challenging environment: Puma projects decline in profits for the current year

German sportswear company Puma SE has adopted a cautious outlook for the 2025 fiscal year. This is evident from the latest forecasts, which the company released in an ad-hoc announcement on Tuesday evening. According to the announcement, weak figures in the US and China have recently impacted business performance. Management anticipates...

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Puma launches efficiency program after 2024 net income declines

Sports company Puma reported a currency adjusted sales growth of 9.8 percent or 15.5 percent reported to 2.3 billion euros in the fourth quarter, while full-year sales grew by 4.4 percent currency adjusted or 2.5 percent reported to 8.8 billion euros In a preliminary results statement, the company said EBIT remained flat at 622 million euros and...

Fashion

Puma to host an immerse brand space at Paris Men’s Fashion Week

Sportswear brand Puma is heading to Paris Men’s Fashion Week to host an immersive brand space featuring product previews and collector-led exhibitions. In a statement, Puma said the four-day activation in Paris would be in homage to “the world of Mostro, with monstrous design elements throughout,” featuring seasonal previews, including the Puma...

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Puma files lawsuit over tiger logo of Tiger Woods' clothing and sneaker brand Sun Day Red

Footwear giant Puma has filed a lawsuit against Sun Day Red, Tiger Woods' clothing and sneaker brand, according to a filing with the US Patent and Trademark Office. The company has filed a motion to block Sun Day Red from using its tiger logo. The German sneaker and apparel company says the brand's logo, an abstract tiger motif, is too similar...

Fashion |In Pictures

Represent unveils debut womenswear collection in collaboration with Puma

British streetwear brand Represent has launched its debut womenswear collection as part of its collaboration with sportswear giant Puma. The launch is Represents biggest performance wear collaboration to date for its 247 line and features the brand’s first-ever womenswear clothing, including its first sports bra and women's trainer, which is...