Puma

What Puma does

Puma SE is a German multinational sportswear company headquartered in Herzogenaurach, Bavaria, founded in 1948 by Rudolf Dassler. The company designs, develops, and markets athletic and casual footwear, apparel, and accessories across running, training, football/soccer, basketball, motorsport, golf, and lifestyle categories, serving professional athletes, recreational fitness consumers, football club supporters, motorsport fans, and style-driven streetwear buyers in more than 20 countries across Europe, North America, Asia, the Middle East, Africa, and South America.

The product portfolio is centered on Puma's proprietary NITRO nitrogen-injected foam cushioning platform, deployed across running (Deviate NITRO 4, Velocity NITRO 5, MagMax NITRO 2, FAST-R NITRO Elite 3), training, basketball, and the newly launched Ultra NITRO 7 football boot. Complementary proprietary technologies include Ultraweave (72g lightweight jersey material), RE:FIBRE (95% recycled polyester), PWRMODE training apparel, Cloudspun comfort fabrics, and PUMATECH moisture management. Signature product lines span heritage (Suede, Speedcat, Palermo), football (FUTURE, ULTRA, KING), basketball (MB.05 with LaMelo Ball, Stewie with Brittney Griner), golf, and the HYROX fitness racing collection, with PUMA SELECT offering collaborations with A$AP Rocky (creative director since October 2023), Ahluwalia, Kidsuper, Salehe Bembury, and others.

Puma operates a multi-channel go-to-market combining product-led growth through flagship franchises (NITRO running, Ultra football boots, HYROX), direct-to-consumer e-commerce at puma.com, owned flagship stores in New York and Las Vegas, and a broad wholesale distribution network including Amazon, Zappos, Abercrombie & Fitch (Puma's first external brand in A&F's 134-year history), department stores, and specialty retailers. Revenue derives primarily from one-time unit-priced footwear and apparel sales, supplemented by licensing royalties from kit supply agreements with Manchester City, AC Milan, Borussia Dortmund, four Formula 1 teams, and 11 national football teams at the 2026 FIFA World Cup. Q1 2026 sales were EUR 1.86 billion and Q1 2026 adjusted EBIT was EUR 51.9 million (up 19.6% YoY) amid a deliberate operating model turnaround involving approximately 900 corporate position reductions, inventory reduction of 9% to EUR 1.9 billion, and a strategic shift away from low-margin wholesale toward higher-margin direct and performance channels, underwritten by the January 2026 EUR 1.5 billion strategic investment from Chinese sportswear group Anta Sports for a 29.06% stake.

Name

Puma

Legal name

PUMA SE

Website

https://us.puma.com

Company type

Public

Founded year

1948

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Puma SE is a German multinational that designs, manufactures, and markets athletic and lifestyle footwear, apparel, and accessories, built on its proprietary NITRO foam platform. The company serves professional athletes, recreational runners, football club supporters, motorsport fans, and style-driven streetwear consumers globally.

Ownership category

akta.pro rank

Product category

Athletic & Sportswear Footwear and Apparel

NAICS

Sporting and Athletic Goods Manufacturing (339920), Footwear Manufacturing (3162), Apparel Accessories and Other Apparel Manufacturing (3159), Sporting Goods Retailers (45911)

SIC

Sporting & Athletic Goods, Nec (3949), Footwear, (No Rubber) (3140)

akta.pro primary industry

Athletic & Performance Footwear (CRAAACAA)

akta.pro secondary industries

Athletic / Performance & Activewear Brands (CRAAAAAD), Athletic & Performance Footwear Retail (CRAAADAA), Athletic Footwear Manufacturing (Running/Training/Court) (IMAOAIAA)

Keywords

• Athletic footwear
• Sportswear apparel
• Running shoes
• Soccer cleats
• Lifestyle sneakers

Headquarters

HQ city

Herzogenaurach

HQ country

Germany

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Footwear sales: Puma designs, develops, and markets footwear across running, training, soccer, basketball, motorsport, and lifestyle categories. Q1 2026 sales of EUR 1.86 billion with currency-adjusted sales down 1%, driven by strength in NITRO running franchise and low-profile models in Asia.
2. Apparel sales: Puma markets apparel including jerseys, training gear, lifestyle clothing, and accessories through wholesale, DTC e-commerce, and retail channels. Inventory declined 9% to EUR 1.9 billion as company managed inventory and reduced discounting.
3. Sponsorship and licensing: Puma generates licensing revenue through kit supply agreements with football clubs and national teams (Manchester City, AC Milan, Borussia Dortmund, 11 World Cup teams), motorsport sponsorships (Aston Martin F1, Ferrari, McLaren, BMW), and athlete endorsement deals.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels9 records

Core offering

Puma designs, develops, and markets athletic and lifestyle footwear, apparel, and accessories across categories including running, training, football (soccer), basketball, motorsport, and golf. The company's portfolio is anchored by its proprietary NITRO foam technology platform and supported by heritage lifestyle silhouettes, athlete signature lines, and major sports sponsorships (national teams, football clubs, Formula 1 teams, and individual athletes).

Product overview

Puma is a German sportswear company that designs, develops, and markets footwear, apparel, and accessories globally. The product portfolio centers on the proprietary NITRO foam technology platform (used in Deviate NITRO, Velocity NITRO, MagMax NITRO, and FAST-R NITRO lines for running; Ultra NITRO 7 for football), complemented by heritage lifestyle lines (Speedcat, Suede Classic, Palermo), basketball signature lines (MB.05 with LaMelo Ball, Stewie with Brittney Griner), and soccer cleats (FUTURE, ULTRA, KING). The PUMA SELECT collaboration program and PUMA x HYROX fitness racing collection extend the brand into premium lifestyle and specialized fitness segments. Technologies include PWRMODE training apparel, Cloudspun comfort fabrics, PUMATECH moisture management, and RE:FIBRE sustainable materials. Distribution spans performance sports, motorsport partnerships (McLaren, Ferrari, Aston Martin, BMW), soccer club kits (Manchester City, AC Milan, Borussia Dortmund), and national team apparel (Portugal, Morocco, Senegal among 11 World Cup nations).

Differentiator

Problem solved

Functional benefit

Brands

• PUMA x HYROX: Fitness racing collaboration featuring footwear and apparel designed for HYROX competitions
• PUMA SELECT
• Speedcat
• PUMA x Rick and Morty
• PUMA x Dora the Explorer
• PUMA x Pokémon
• PUMA x Paw Patrol
• Suede
• NITRO
• Deviate NITRO
• Future
• Ultra
• King
• PUMA Hoops
• PUMA Golf

Products and services

• Deviate NITRO 4
• Velocity NITRO 5
• MagMax NITRO 2
• FAST-R NITRO Elite 3
• Ultra NITRO 7
• Speedcat
• Suede Classic
• MB.05 (LaMelo Ball Signature)
• Stewie 5
• FUTURE 9
• ULTRA Soccer Cleat
• KING Soccer Cleat
• PUMA x HYROX Deviate NITRO Elite 4
• PUMA x HYROX Collection
• PUMA SELECT
• A$AP Rocky x PUMA Mostro
• Suede Modern and Speedcat Wedge Luster
• Hali 1 Low Basketball Shoes
• Deviate NITRO Elite HYROX (Teal Colorway)
• Girona FC 2026/27 Kit

Quantifiable outcome

• Q1 2026 adjusted EBIT up 19.6% to EUR 51.9 million, gross profit margin improved 60 basis points to 47.7%
• +4 more outcomes

Named customers12 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

22 partnerships are on record, tiered core, flagship, significant, emerging and minor.

• HYROXcoreStrategic or Co-development PartnerPuma is the original and title partner of HYROX fitness racing, the standardized global fitness competition format. Puma has developed the Deviate Elite HYROX, the world's first shoe specifically engineered for HYROX competitions, and hosts community initiatives including NITRO Lab and Shake-Out Runs. Puma dominated the 2026 HYROX World Championships in Stockholm with multiple podium finishes and world records. The partnership was recently extended as projections exceed 2 million athletes globally. Hong Kong will host the 2027 PUMA HYROX World Championships at AsiaWorld-Expo.
• Manchester City FCflagshipGTM or Marketing PartnerManchester City, Premier League champions, uses Puma kits featuring a predominantly blue design with gradient fade into white. The club has expressed interest in signing Pumas UNAM midfielder Pedro Vite following a Talent ID visit to Mexico.
• AC MilanflagshipGTM or Marketing PartnerPuma is AC Milan's official kit supplier. The club unveiled its 2026/27 home kit featuring a retro wider stripe design paying tribute to the club's successful past, maintaining the traditional red and black stripes with modified wider pattern.
• Borussia DortmundflagshipGTM or Marketing PartnerPuma is Borussia Dortmund's official kit supplier. The 2026/27 home kit incorporates elements of Dortmund's city landmarks, history, and transformation, developed collaboratively between BVB Merchandising GmbH and Puma.
• RB LeipzigsignificantGTM or Marketing PartnerPuma is RB Leipzig's official kit supplier. The 2026/27 home kit is predominantly white with thin red stripes referencing the illuminated bands decorating the exterior of the Red Bull Arena.
• Girona FCsignificantGTM or Marketing PartnerPuma and Girona FC presented the club's 2026/27 season kit featuring traditional red and white vertical stripes with blue collar and sleeve details, incorporating Puma's RE:FIBRE technology (95% recycled polyester). Girona also unveiled a newly revamped Shopify-based online store.
• FC Red Bull SalzburgsignificantGTM or Marketing PartnerPuma designed FC Red Bull Salzburg's 2026/27 away jersey inspired by Wolfgang Amadeus Mozart to commemorate 270 years since his birth. The limited-edition jersey was unveiled at Mozart Residence in collaboration with the International Mozarteum Foundation.
• Pumas UNAM (Club Universidad Nacional)significantGTM or Marketing PartnerClub Universidad signed a 5-year partnership with Puma to design and supply jerseys and sportswear reflecting the club's identity and supporters' preferences, announced July 2, 2026 in New York by Alejandra Benítez.
• Aston Martin ARAMCO F1 TeamflagshipGTM or Marketing PartnerPuma is the official partner of Aston Martin ARAMCO F1 Team, supplying team merchandise and collaborative footwear products including MagMax NITRO 2 collaboration with special colorways and ForeverRun NITRO 2 WTR running shoes.
• Scuderia FerrariflagshipGTM or Marketing PartnerPuma is the official partner of Scuderia Ferrari, the Formula 1 racing team, producing team merchandise and collaborative footwear including Scuderia Ferrari Speedcat and Scuderia Ferrari Suede OG sneakers.
• McLaren RacingflagshipGTM or Marketing PartnerPuma is McLaren Racing's official partner, with McLaren CEO Zak Brown citing Puma as a key brand in the team's commercial partnership roster. Puma supplies McLaren F1 team merchandise and collaborative lifestyle footwear.
• BMW M MotorsportsignificantGTM or Marketing PartnerPuma is BMW M Motorsport's official partner, producing collaborative footwear products combining automotive design inspiration with Puma's athletic footwear technology.
• Christian PulisicflagshipGTM or Marketing PartnerChristian Pulisic is Puma's cleat sponsor and featured in marketing campaigns including the Ultra NITRO 7 football boot debut and the #RCBEverywhere campaign with RCB cricket team. Puma incorporated his tiger tattoo into marketing campaigns for the World Cup.
• Labaron PhilonemergingGTM or Marketing PartnerFormer University of Alabama basketball guard signed a sneaker endorsement deal with Puma days after being selected 22nd overall by the Philadelphia 76ers in the 2026 NBA Draft. Philon averaged 22.0 points, 5.0 assists, and 3.5 rebounds per game during his sophomore season.
• A$AP RockyflagshipStrategic or Co-development PartnerA$AP Rocky has served as Puma's creative director since October 2023, overseeing the brand's Formula 1 partnership and launching multiple automotive-inspired collaborative styles including the Mostro 3D Mule at $250, debuting at his AWGE Fall/Winter 2026 showcase during New York Fashion Week.
• Cocoon City (Saitama, Japan)minorChannel Partner/ Reseller/ DistributorJapan's first Puma concept store opened at Cocoon City shopping mall in Saitama as part of the mall's Summer Bargain 2026 event featuring discounts of up to 70% at approximately 100 participating shops.
• Abercrombo & FitchemergingChannel Partner/ Reseller/ DistributorAbercrombo & Fitch began selling third-party footwear brands including Puma, Sperry, Frye, Hunter and GH Bass both online and at its new 10,000-square-foot SoHo store in New York City, marking the retailer's first expansion into external brands in its 134-year history.
• FoudysminorChannel Partner/ Reseller/ DistributorWomen's soccer retailer Foudys, founded by Helen Hardy in Manchester, has secured distribution deals with Nike, Adidas, and Puma. The company grew from a bedroom operation with £200 heat press to a multimillion-pound business with a flagship store, projecting nearly £900,000 revenue by year three.
• DE-YAN Brand Experience StudiominorGTM or Marketing PartnerDE-YAN Brand Experience Studio designed and executed Puma's city-wide experiential launch event in New York City, revealing 11 national football kits ahead of the 2026 World Cup. The activation featured 11 custom trucks representing different nations, culminating in a block party at Domino Square in Brooklyn that drew over 20,000 people.
• Joanna WietrzyksignificantGTM or Marketing PartnerPuma athlete Joanna Wietrzyk won elite singles silver at the 2026 HYROX World Championships and broke two world records this season using Puma Deviate Elite HYROX footwear. She was the first athlete to access the new Deviate NITRO Elite HYROX colorway at the championships.
• Chris PerryminorGTM or Marketing PartnerChris Perry finished as the first male runner (2:13:41) at the London Marathon wearing Puma NITRO-based footwear as part of the Project3 athlete support program, achieving a personal best improvement.
• HYROX (Hong Kong)coreStrategic or Co-development PartnerHYROX announced Hong Kong will host the 2027 PUMA HYROX World Championships at AsiaWorld-Expo from June 10-13, 2027, marking the first time this premier event will be held in the APAC region. The sport grew from fewer than 1,000 participants in its first Hong Kong event in 2022 to nearly 20,000 at its sixth race in May 2026, with projections exceeding 2 million athletes globally for the upcoming season.

Scale indicators11 records

Recent moves7 records

Expansion highlights7 records

Direct peers

• Nike: World's largest athletic footwear and apparel company. Puma's primary global competitor across running, training, basketball, football, and lifestyle categories, with comparable proprietary technology platforms and athlete endorsement strategies.
• Adidas: Direct global competitor in athletic footwear and apparel, founded by Adolf Dassler (brother of Puma founder Rudolf Dassler) in the same hometown of Herzogenaurach, Germany. Strong rivalry particularly in football/soccer market.
• Under Armour: American athletic footwear and apparel brand competing directly with Puma across running, training, basketball, and lifestyle categories with comparable performance-driven positioning and athlete endorsement strategies.
• New Balance: Athletic footwear and apparel company with comparable product portfolio across running, training, basketball, football, and lifestyle categories. Direct competitor particularly in performance running where Puma's NITRO platform competes with New Balance's FuelCell technology.
• ASICS: Japanese athletic footwear company specializing in running, training, and performance sports. Direct competitor in running footwear where Puma's NITRO foam competes with ASICS' GEL and FF Blast technology platforms.

Emerging players

• On Running: Swiss premium performance running brand rapidly gaining share in athletic footwear. Competes directly with Puma's NITRO running line in the premium performance segment where Puma is seeking to expand.
• Hoka: Performance running brand owned by Deckers Outdoor, competing directly with Puma in maximalist and carbon-plated running shoes. Rapidly growing brand intersecting with Puma's running franchise expansion.

Broad incumbents

• Lululemon: Premium athletic apparel brand with expanding footwear line. Competes with Puma in women's athletic apparel and increasingly in training/running categories where Puma offers Cloudspun and PWRMODE technologies.
• Reebok: Athletic footwear and apparel brand owned by Authentic Brands Group. Competes with Puma in running, training, basketball, and lifestyle categories with comparable positioning as heritage performance brand.
• Salomon: Outdoor performance footwear and apparel brand owned by Anta Sports alongside Puma. Indirect peer through shared ownership and comparable presence in trail running, outdoor performance, and lifestyle categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/puma
• YouTubeyoutube.com/puma
• Facebookfacebook.com/Puma
• LinkedInlinkedin.com/company/puma
• Instagraminstagram.com/puma
• Pinterestpinterest.com/puma

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds3 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A4 records

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Puma