Kasia Davies
Research expert covering the German market
Puma - statistics & facts
Puma is a renowned name in the sneaker and sportswear industry. It is a German-owned multinational sports apparel company with headquarters in Herzogenaurach, Germany. Founded in 1948, the company is engaged in the design and manufacture of both casual and athletic footwear, apparel, and accessories. Since its foundation, the company has grown to become one of the biggest sportswear/sporting goods companies worldwide with sales reaching over 8.8 billion euros in 2024.
Sneakers have always been popular and continue to be so. Similarly, sportswear is not just popular for working out but has become a fashion trend, especially popular among younger generations. This means that many companies are trying to make a name for themselves in the sports and athleisure sector but as Puma is such an established company it is not facing the same competition as smaller newer brands.
High profile sponsorships and brand ambassadors
As stated earlier, the Puma brand is comprised of three primary product segments: footwear, apparel, and accessories. The footwear segment accounts for more than half of the company's consolidated sales, generating a record amount of over 4.7 billion U.S. dollars in 2024. This year was a big year for sponsorships as the Olympics took place. Top athletes that Puma partnered with extended to include big names, such as Formula 1 driver Charles Leclerc, and Olympic champions Julian Alfred who won the 100m race and pole-vaulting gold medalist Arman Duplantis also known as “Mondo”.Puma brand apparel and accessories
Like its competitors, Nike and Adidas, Puma has invested in expanding its apparel and accessories lines in recent years. Since 2016, sales from the apparel segment have doubled, and they exceeded the two billion-euro-mark for the first time in 2019. Just three years later, the brand had already reached roughly 2.9 billion euros of annual apparel sales. In 2024, the segment generated about 2.81 billion. Puma-branded accessories have also contributed significantly towards group sales, with the segment reaching its highest ever value in 2024.Sneakers have always been popular and continue to be so. Similarly, sportswear is not just popular for working out but has become a fashion trend, especially popular among younger generations. This means that many companies are trying to make a name for themselves in the sports and athleisure sector but as Puma is such an established company it is not facing the same competition as smaller newer brands.
