Puma’s drastic turnaround plan after a 60% stock crash and leadership shakeup
Puma, the German sportswear giant, has reported a net loss and collapsing operating profit in the third quarter of 2025. The company, under new leadership with Arthur Hoeld as CEO, is reshaping its future. Meanwhile, Puma's stock has plummeted by over 60% since the start of the year, sparking investor skepticism.
Hoeld, who took over from long-serving CEO Bjorn Gulden, is assembling his own team. This includes the departure of Richard Teyssier, Puma's longtime marketing chief. Maria Valdes has been promoted to Chief Brand Officer, overseeing brand marketing, product, creative direction, innovation, and go-to-market strategies.
Puma is set to eliminate 900 jobs by the end of 2026, a move aimed at streamlining operations. The company is also grappling with overreliance on wholesale distribution and excessive discounting, which have hurt its profitability. To address these challenges, Puma is restructuring its global marketing leadership.
Investors are watching closely as Puma participates in the J.P. Morgan Global Luxury Conference this week. The company is expected to reveal more details about its new strategy, which is crucial for restoring investor confidence.
Puma's recent financial struggles and leadership changes signal a period of transition for the sportswear giant. With a new CEO at the helm and a reshaped executive team, Puma is poised to reveal its turnaround strategy at the upcoming luxury conference. The company's ability to execute on this strategy will be key to regaining investor confidence and reversing its stock decline.
