Puma news and archive

PUMA Go Wild Podcast: Amanal Petros' Inspiring Journey

Colin Jackson interviews elite long-distance runner Amanal Petros on the PUMA Go Wild Podcast. Amanal shares his journey from refugee in Germany to national marathon record holder, highlighting how running offered him purpose and belonging. He discusses adapting to a new environment, his professional running career, and the pivotal moments that...

Culture

Rivalry between Adidas and Puma to be adapted in US series

The rivalry between sports brands Adidas and Puma, which were founded by two brothers in a small Bavarian town, is being adapted into a television series thanks to family archives, the producers announced on Sunday. The series brings one of the most fascinating family conflicts in business history to the screen: Adolf “Adi” Dassler, founder of...

People

Puma appoints new Vice President for team sport

Sportswear company Puma has appointed Dominique Gathier as its new vice president of team sport, effective May 15th. Gathier succeeds Matthias Bäumer, who became Puma's chief commercial officer earlier this year. Gathier will report directly to chief product officer Maria Valdes, as announced by Puma on Thursday. The 45-year-old has been with...

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Business

Puma reports profit slump in first quarter

German sportswear provider Puma SE experienced declines in revenue and earnings in the first quarter of the 2025 financial year. The sobering figures, which the company released on Thursday, were not surprising. In mid-March, Puma had already warned of weak business performance in the first weeks of the year and shortly afterwards announced the...

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Business

Puma to relocate UK headquarters to Manchester

German sportswear brand Puma is relocating its UK headquarters from London to Manchester’s technology, digital and creative hub, Circle Square, where it has secured a 20,000 square foot of space to house its sales, marketing, merchandising, finance, people and operations and direct-to-consumer departments. Circle Square, located on Manchester’s...

Video

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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Business

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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Business

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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Fashion

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...