PUMA Group

PUMA’s Q2 2026 results were in line with our expectations in this transition year, in which we are building the foundation for future growth. In the video below, our CEO Arthur Hoeld talks about some of the highlights of his first year as CEO of PUMA and takes us through the quarter, the best performing categories and how PUMA has taken big steps to become a brand-led organization.

AI has stepped onto the retail floor. 🛍️👀 "Dylan", our AI-powered retail concierge, is helping shoppers at the PUMA Las Vegas Flagship Store, giving us a real-world look at how AI can add value to the retail experience. As one of the first sports brands to bring an AI concierge into a physical store, we knew this wouldn’t be about getting everything perfect from day one. It’s about testing, learning, and improving through real consumer interactions. “Being a leader in this space means not only testing technology where we know it will work, but pushing boundaries and learning from real consumer interactions. Las Vegas gave us the perfect environment to understand the potential of AI in retail,” says Rui Pedro Silva, VP Direct-to-Consumer Technology at PUMA. So far, we’ve seen exciting potential, especially when it comes to helping shoppers find the right technical products, like running shoes, and making conversations more accessible across 100 languages. And Dylan isn’t replacing our store teams. It’s here to support them by adding another layer of product knowledge and helping create even better experiences for our consumers. The experiment continues. The learnings grow. And the future of retail keeps moving.🐾

One look. A historic moment. 👀🐾 Today, thirty years ago, sprint legend Linford Christie created one of the most memorable moments in sports marketing history. At a PUMA press conference in Atlanta in 1996, he removed his sunglasses to reveal custom-made contact lenses featuring the iconic leaping cat logo. Within hours, the images had travelled around the world. Looking back years later, Linford summed it up perfectly: “I was fortunate to be sponsored by a brand that gave me creative freedom - that's exactly what PUMA did.” Few marketing moments stand the test of time. Thirty years later, this is still one of the most memorable - a reminder of the lasting impact of creativity, personality and the courage to do things differently.⚡ 📖 Read the full story in CATch Up. 👇

At this week’s B2Run event in Nuremberg, our PUMAs didn’t just chase the fastest times, they also put inclusion into practice. Our PUMAs were joined by volunteers from NürnbergMesse Group and by wheelchair users from Boxdorfer Werkstatt, an inclusion centre that offers people with disabilities or support needs an opportunity to gain experience in the labour market. Together, they completed the 6.1 kilometres around the city’s Max Morlock Stadium. As you can see from the picture, everybody had a great time.

Welcome to PUMA, Dusan 🐾 Digital industry veteran Dusan Hamlin has joined PUMA as Vice President E-Commerce. In this newly created role, he will drive the global strategy and commercial direction of PUMA's digital and E-Commerce businesses. Dusan has more than 25 years of experience in the industry and has previously led digital and E-Commerce transformations at major companies in our sector.

Speed has a new standard. 🚀👀 The ULTRA NITRO™ 7 has just landed, bringing our game-changing NITRO™ technology to football for the very first time. After giving a first glimpse at NITRO LAB LA last month, we're proud to launch the next evolution of speed. This breakthrough started with one simple insight from players across every level of the game- from Neymar Jr. to rising talents at our partner clubs: they wanted a more explosive first step. And we listened. But bringing NITRO™ from running to football wasn't a copy-and-paste exercise. Running is linear. Football isn't, with constant cuts, turns, twists and changes of direction. That is why we had to completely re-engineer the foam to deliver explosive energy return while maintaining the close-to-the-ball feel players rely on. The result is speed, re-engineered for football.⚡

Welcome to PUMA, Marcia! 👋 We're excited to welcome Marcia Dos Santos as our new Vice President BU Core today. With more than 20 years of industry experience, Marcia brings a strong track record in commercial leadership, merchandising and team building across Women’s, Men’s and Kids’ businesses. As we continue our transformation journey, Marcia will play a key role in taking Core, PUMA’s commercial engine, to the next level. Please join us in welcoming Marcia to PUMA.

100 HYROX races. 100 consecutive days. One world record. 🔥 Simon Gronau just redefined what endurance looks like, becoming the first athlete ever to complete 100 HYROX Pro races in 100 days. No shortcuts. No days off. Along the way, we equipped Simon with a pair of custom PUMA running shoes tailored to his needs, giving him that extra push as he chased history. "This challenge showed me I'm capable of so much more than I ever imagined- physically and mentally. If there's one thing I hope people take away from it, it's this: if you're willing to commit, incredible things are possible. If I can complete 100 HYROX races in 100 days, you can absolutely take on your own HYROX challenge." We're incredibly proud to continue supporting athletes who keep raising the bar. Congrats, Simon. History looks good on you. 👏

Behind every touch, tackle and goal is decades of innovation. 👟💡 From the ATOM in 1950 to today's ULTRA NITRO™ 7, PUMA Football has spent more than 75 years rethinking what a football boot can be. Swipe through the timeline. 👇

From canteen checks to catwalk moments 👠 If you’ve ever been at our HQ in Herzogenaurach, you’ve definitely met Simone Hoyer. Throughout her 18 years at PUMA, she’s been the heartbeat of every visit. As Guest Relations Manager, she welcomes external guests, keeps the PUMA canteen running effortlessly, and has a remarkable way of knowing exactly what people need before they do. You’ll spot her around HQ in the freshest PUMA tracksuits, always with the brightest smile to match. When the team from Doublet visited us, Simone clearly made an impression. Because, a few months later, they came back with a surprise invitation: she absolutely had to walk their runway at Paris Fashion Week. So she did. Check out Simone’s incredible modeling debut. 👇