PUMA

PUMA is a global sportswear company based in Herzogenaurach, Germany, known for designing and producing athletic footwear, apparel, and accessories for both professional athletes and everyday consumers. The company was founded in 1948 by Rudolf Dassler, who set out to create innovative sports products after splitting from his brother, the founder of Adidas. Over the decades, PUMA has grown into one of the most recognized names in the industry, building a presence in more than 120 countries and employing around 22,000 people worldwide as of November 2025.

A major milestone in PUMA’s history has been its enduring partnerships with leading sports organizations and athletes. The brand supplies kits to top football clubs such as Manchester City and Borussia Dortmund, as well as the Portuguese national football team. PUMA also manufactures the official match balls for the Premier League, LaLiga, and Serie A, securing a highly visible role in global sports. The company’s portfolio extends beyond its core brand to include Cobra Golf and stichd, broadening its reach into golf equipment and lifestyle accessories.

In the last five years, PUMA’s approach has shifted significantly. Rather than pursuing aggressive store expansion, the company is currently in a strategic reset phase focused on operational efficiency and brand repositioning. As of November 2025, PUMA is implementing a comprehensive cost efficiency program and optimizing its distribution channels. This includes a reduction in commercial focus and a greater emphasis on brand-driven growth in its performance and sportstyle segments. The company expects a low double-digit decline in sales and a reported EBIT loss for 2025, with a return to growth projected from 2027 following a transition year in 2026.

PUMA’s retail presence spans a mix of formats, including standalone stores, outlets, shop-in-shop concepts, and a robust e-commerce platform. The brand’s credibility is reinforced by its 77-year heritage, a deep archive of iconic products, and a steady pipeline of innovation, such as its NITRO running technology. Its ongoing partnerships with major sports teams and leagues provide consistent global exposure and help anchor PUMA’s position as it aims to become one of the top three sports brands worldwide.

For landlords, brokers, and developers, PUMA represents a tenant with a longstanding reputation, an adaptable retail strategy, and a focus on premium, high-visibility locations in key markets across Europe, North America, and Asia-Pacific. While the company’s current phase emphasizes restructuring over expansion, its global brand strength and commitment to operational excellence signal a stable, forward-looking posture within the commercial real estate landscape.