FT has learned about Puma's record losses in its history

German sports shoe manufacturer Puma has reported losses of €645 million in 2025 and fears that the arrival of a new Chinese investor could negatively affect the German company's business. This was reported on February 26 by the Financial Times (FT) newspaper.

"The losses are related to a 13% drop in sales, expenses related to the sale of surpluses, and one—time expenses of €191.6 million related to plans to reduce office staff by 20%," the material says.

Arthur Hoeld, chief executive of Puma, said that the acquisition of a 29% stake in the German company by the Chinese company Anta Sports could have a "negative impact" on its business.

According to him, wholesale and franchise partners may become concerned due to uncertainty about the future distribution model of Puma, given that Anta is focusing more on direct sales to consumers.

The author of the article clarifies that in 2026, Puma expects sales to decrease by 7% and predicts losses ranging from €50 million to €150 million.

At the end of January, it was reported that Anta Sports would buy out 29% of Puma shares for $1.8 billion. The German brand wanted to regain its position after losing market share to Nike and Adidas.

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