Global R&D expenditure of Puma from 2013 to 2023

Sportswear company Puma has increased its research and development expenditure considerably since 2013. 2023 was a heavy investment year in which the company spent some 89 billion euros on R&D.

What is the role of research and development?

As of December 2023, Puma had over 18,600 employees worldwide, of which roughly 1,400 were employed in the field of research and development/product management. In a sportswear market that is constantly changing, Puma’s research and development team is responsible for providing insights into product design and new technologies. The team performs a variety of tasks, which range from scientific studies to simple customer surveys.

Puma making progress in key regions

Puma generated over eight and a half billion euros from worldwide sales of its footwear, apparel, and accessories in 2023. The company divides its sales into three geographic regions: the Americas, Asia/Pacific, and the EMEA region (Europe, the Middle East, and Africa). At abpit 40 percent, the EMEA region accounted for the largest share of sales that year. While it is Puma's smallest region, sales in the Asia/Pacific region have grown considerably over the years, increasing by some 970 million euros between 2017 and 2023.