Our
2024
Results
PUMA’s currency-adjusted sales up 4.4% in 2024
March 12, 2025PUMA’s currency-adjusted sales up 4.4% in 2024
March 12, 2025On Wednesday, PUMA announced its results for the year 2024 and its outlook for 2025. Adjusted for currencies, PUMA’s sales in 2024 increased 4.4% compared to 2023, reaching € 8,817 million. This growth was supported all regions, product divisions and distribution channels.
The Americas region recorded the highest growth with currency-adjusted sales increasing by 7.0%, followed by the Asia/Pacific region with a currency-adjusted increase of 3.8%. The EMEA region saw a currency-adjusted sales increase of 2.1%.
The operating result, or earnings before interest and taxes, was flat in 2024 compared to the previous year at € 622 million.
In 2024, the Year of Sport with major events, including the Olympic Games and Euro 2024, PUMA made good progress with its brand elevation strategy. This strategy is our basis to achieve long-term, sustainable growth and to grow faster than the market. PUMA’s brand elevation strategy consists of three elements: establishing a distinctive brand DNA, strengthening PUMA’s performance credibility, and strengthening our relevance in the Sportstyle Prime business.
I am pleased that we delivered a solid sales growth on a currency-adjusted basis and improved our gross profit margin in 2024. We made significant progress with our brand elevation strategy, enhancing our brand perception among consumers and achieving strong growth in our performance categories. However, despite these successes, I am not satisfied with our stagnant profitability. We must address our current cost trend and we have already been taking decisive actions to improve the situation with our nextlevel programme
For 2025, PUMA expects to grow currency adjusted sales in the low- to mid-single-digit percentage range with an EBIT, adjusted for one-off costs, in the range of € 520 million to € 600 million.
Our outlook for 2025 is below the expectations we set a year ago, both in terms of top and bottom lines. We are fully aware of the root causes of our challenges and are addressing them with full focus and rigor.
As we continue to operate in a challenging and volatile environment, we will fully focus on our controllables, such as executing our brand elevation strategy to create the foundation for sustainable and accelerated growth, further improving our distribution quality, and taking decisive actions with our nextlevel programme to address our cost basis. With our high organizational agility, we feel well prepared to manage the increased volatility of the market, react quickly to changing conditions, and find the best solutions to serve our retail partners, consumers, and brand ambassadors.
