Puma Sales Fall 6.3% as Asia Pacific Grows
The sportswear maker's third-quarter global sales declined while its Asia Pacific business outside China expanded.
Updated on Nov. 3, 2026 in Retail
Puma reported global sales fell 6.3 per cent on a currency-adjusted basis to €1.78 billion in the third quarter. Sales in Asia Pacific outside China rose 13 per cent, making it the brand's fastest-growing region.
Why it matters
The quarterly decline and operating loss signal continued pressure on the sportswear maker's core markets, with North America and EMEA weakening. The results also reflect Puma's deliberate reduction of business with mass merchants.
Puma's gross margin rose 420 basis points to 49.5 per cent, while direct-to-consumer sales grew 1.2 per cent against a 9.6 per cent wholesale decline. The company recorded an operating loss of €11.4 million for the quarter.
The players
Puma
A global sportswear brand known for athletic footwear and apparel, whose quarterly results reflect shifting demand across its key regions.
Anta Sports
A Chinese sportswear conglomerate that announced plans to take a stake in Puma, prompting more cautious orders from Greater China wholesale partners.
Arne Arens
A sportswear executive joining Puma's management board as chief commercial officer.
The details
Growth in Asia Pacific was attributed to strong wholesale performance, low-profile sneakers and growth in Hyrox. Greater China sales rose 3.5 per cent, though wholesale partners placed more cautious orders after Anta Sports announced plans to take a stake in the business.
Timeline
Third quarter 2026: Puma reports sales decline and Asia Pacific growth.
November 15: Arne Arens joins the Puma management board as chief commercial officer.
Market Landscape
Puma's continued withdrawal from mass-merchant wholesale mirrors a broader sportswear industry move toward premium brand positioning and direct-to-consumer control. Its Asia Pacific gains and Greater China reliance on Anta Sports' involvement show how regional partnerships are reshaping competitive positioning among global athletic brands.
Shoppers may see Puma products more often through its direct channels and Asia Pacific retail than through mass merchants, as the company keeps narrowing its wholesale footprint. Price and availability changes in North America and Europe could follow if the company's full-year sales decline continues.
The takeaway
Puma's results show that regional growth can offset sharp declines elsewhere, but its full-year loss outlook suggests the turnaround will take longer than a single quarter. Watch how its channel strategy and partnerships with Anta Sports shape its footprint in the coming year.
What happens next
Puma expects its full-year operating loss to be between €80 million and €130 million and currency-adjusted sales to decline by a low- to mid-single-digit percentage for the full year.
Further reading
Explore more Retail coverage for context on how brands are adjusting their sales channels.
Source note: This article includes information reported by Ragtrader.
