{
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  "organisationId": "O-c3c84f6398da4fcdb2876cee090995aa",
  "slug": "puma",
  "name": "PUMA",
  "updatedAt": "2026-10-04T15:40:33.256102Z",
  "sections": [
    {
      "type": "OVERVIEW",
      "text": "PUMA is a global sportswear and sporting-goods company that designs, develops and sells footwear, apparel and accessories. Its business spans performance categories such as football, running and training, as well as sportstyle products. The company’s brand motto, “Forever Faster,” expresses its focus on serving athletes with performance products. [P121811669][https://about.puma.com/en][https://about.puma.com/en/newsroom/news/puma-takes-its-forever-faster-spirit-world-athletics-championships-strong-athletes]\n\nFounded in 1948 and headquartered in Herzogenaurach, Germany, PUMA distributes products in more than 120 countries. In the 2025 financial year, it reported sales of €7.3 billion and employed about 21,000 people at year-end. [https://about.puma.com/en/puma/puma-timeline][https://about.puma.com/en][T5144514][T807271]\n[P121811669][T5144514][T807271][https://about.puma.com/en][https://about.puma.com/en/newsroom/news/puma-takes-its-forever-faster-spirit-world-athletics-championships-strong-athletes][https://about.puma.com/en/puma/puma-timeline]",
      "updatedAt": "2026-10-04T15:40:33.256102Z"
    },
    {
      "type": "PRODUCTS",
      "text": "PUMA’s products span footwear, apparel and accessories, with Football, Running, Training and Sportstyle among its priority categories. Named Sportstyle models include the Suede, Speedcat—including a Speedcat Ballet version—and Palermo. [P117935017][P121811669][P41861546][P52808546] Running footwear includes the Velocity NITRO™ 4, described as a daily-training shoe, and the Fast-R NITRO™ Elite 3, developed as an elite performance shoe. [P12020028] PUMA’s HYROX range includes Deviate NITRO 3, Deviate NITRO Elite 3 and Velocity NITRO 3 footwear, alongside apparel featuring CLOUDSPUN and THERMOADAPT; the footwear announcement cites PUMAGRIP outsoles and NITROFOAM cushioning in the Velocity NITRO 3. [https://about.puma.com/en/newsroom/product-and-brand-news/2025/03-01-2025-puma-reveals-ss25-hyrox-collection-including-first] PUMA’s footwear technology descriptions characterize NITROFOAM™ ELITE as nitrogen-infused thermoplastic foam designed for low weight and high rebound, and PWRPLATE as a carbon-fibre plate intended to support midsole stability and energy transfer. [https://about.puma.com/en/innovation-0/footwear-technologies]\n\nPUMA also makes team jerseys using its RE:FIBRE process, which converts polyester textile waste—including production off-cuts, faulty goods and pre-loved clothing—into new textiles. The company said replica jerseys for 35 clubs and tournament teams in the 2024/25 season contained at least 75% recycled textile waste and other waste materials. [https://about.puma.com/en/circularity/refibre][https://about.puma.com/en/newsroom/corporate-news/2024/16-07-2024-millions-puma-football-jerseys-made-recycled-textile-waste] PUMA sells through wholesale and its own retail activities, with online and offline shopping and customer-service channels. [P145108630][P83243650][P58156575] In the first half of 2026, footwear sales were €2,025.2 million, apparel €1,098.4 million and accessories €430.8 million; respective reported year-on-year changes were −9.9%, −4.3% and −7.6%. [T16595196] The reviewed materials did not provide revenue shares for individual models or product franchises.\n[P117935017][P121811669][P41861546][P52808546][P12020028][https://about.puma.com/en/newsroom/product-and-brand-news/2025/03-01-2025-puma-reveals-ss25-hyrox-collection-including-first][https://about.puma.com/en/innovation-0/footwear-technologies][https://about.puma.com/en/circularity/refibre][https://about.puma.com/en/newsroom/corporate-news/2024/16-07-2024-millions-puma-football-jerseys-made-recycled-textile-waste][P145108630][P83243650][P58156575][T16595196][https://about.puma.com/en/newsroom/product-and-brand-news/2025/03-01-2025-puma-reveals-ss25-hyrox-collection-including-first][https://about.puma.com/en/innovation-0/footwear-technologies][https://about.puma.com/en/circularity/refibre][https://about.puma.com/en/newsroom/corporate-news/2024/16-07-2024-millions-puma-football-jerseys-made-recycled-textile-waste]",
      "updatedAt": "2026-10-04T15:40:33.256102Z"
    },
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      "type": "GEOGRAPHY",
      "text": "PUMA reports sales across EMEA, the Americas and Asia/Pacific. In FY2025, sales totaled €7,296.2 million: EMEA €3,143.2 million (43.1%), the Americas €2,558.2 million (35.1%) and Asia/Pacific €1,594.7 million (21.9%). [T3995361] The latest reported period available is H1 2026, when sales totaled €3,554.4 million: EMEA €1,448.6 million (40.8%), the Americas €1,256.0 million (35.3%) and Asia/Pacific €849.8 million (23.9%). [T3995361]\n\nPUMA’s regional reporting further distinguishes Europe and Middle East/Africa/India; North America and Latin America; and Greater China, Japan, Korea, and Southeast Asia/Oceania. FY2025 commentary noted weaker sales in Europe, Greater China and North America, partly offset by growth in EEMEA and Latin America. [T16595196] Management allocates regional sales based on the registered offices of subsidiaries. [T16595196]\n\nPUMA SE is headquartered in Herzogenaurach, Germany. [P10187010] Its FY2025 sourcing disclosure says PUMA International Trading GmbH purchased from 141 independent suppliers in 27 countries, with Asia representing 95% of sourcing volume; it also lists 364 Tier 1 product factories and 53 strategic Tier 2 factories. [https://about.puma.com/en/sustainability/social] The FY2025 employee data reports 21,194 employees in total, but does not provide a regional or country breakdown. [T1957997]\n[T3995361][T16595196][P10187010][T1957997][https://about.puma.com/en/sustainability/social]",
      "updatedAt": "2026-10-04T15:40:33.256102Z"
    },
    {
      "type": "SEGMENTS",
      "text": "PUMA’s latest full-year segment reporting is for FY2025; its latest interim report covers H1 2026. The FY2025 formal segment presentation is primarily geographic, with sales allocated according to the registered office of the relevant Group company. PUMA reports Europe, MEA&I (Middle East, Africa and India), North America, Latin America, Greater China and Rest of Asia-Pacific; the latter combines Japan, Korea, Southeast Asia and Oceania. The separately presented stichd segment focuses on socks and bodywear, and the design, development, sourcing, marketing, distribution and sale of licensed products. [P94854097][P69632454][P10187010][P22564012][P145108626][https://annual-report.puma.com/2025/en/combined-management-report/sustainability-statement/general-information/strategy-business-model-and-value-chain-sbm-1/index.html]\n\nFY2025 net sales by formal business segment were: Europe €2,204.0 million (about 30.3%); MEA&I €874.1 million (12.0%); North America €1,315.2 million (18.1%); Latin America €1,173.4 million (16.1%); Greater China €488.4 million (6.7%); Rest of Asia-Pacific €750.8 million (10.3%); and stichd €467.0 million (6.4%). Shares are calculated from total business-segment net sales of €7,272.9 million and rounded. [T4198793]\n\nPUMA also reports revenue by product division, a separate breakdown rather than its formal geographic segment structure. In FY2025, Footwear generated €4,113.8 million (about 56.4% of sales), Apparel €2,328.5 million (31.9%), and Accessories €853.9 million (11.7%). [P10507716][P47740330][P22599574][P64398276]\n[P94854097][P69632454][P10187010][P22564012][P145108626][https://annual-report.puma.com/2025/en/combined-management-report/sustainability-statement/general-information/strategy-business-model-and-value-chain-sbm-1/index.html][T4198793][P10507716][P47740330][P22599574][P64398276][https://annual-report.puma.com/2025/en/combined-management-report/sustainability-statement/general-information/strategy-business-model-and-value-chain-sbm-1/index.html]",
      "updatedAt": "2026-10-04T15:40:33.256102Z"
    },
    {
      "type": "HISTORY",
      "text": "Rudolf and Adolf (“Adi”) Dassler began making shoes together and registered Gebrüder Dassler in 1924. After the brothers split in 1948, Rudolf founded his own shoe company; PUMA dates its start of operations to 1 June 1948 and registration of the PUMA brand to 1 October that year. [https://about.puma.com/en/puma/puma-timeline]\n\nPUMA entered football footwear with the ATOM in 1950 and began serial production of the screw-stud SUPER ATOM in 1952. The company patented its FORMSTRIP in 1958. Later milestones included the CRACK shoe in 1968, the PUMA KING’s prominence when Pelé wore it at the 1970 World Cup, the RS-Computer Shoe in 1986 and the laceless DISC in 1991. [https://about.puma.com/en/puma/puma-timeline] [https://about.puma.com/en/this-is-puma/archive-stories/history-of-suede] [https://about.puma.com/en/newsroom/news/puma-celebrates-75-years-history-sports-culture-and-innovation]\n\nJochen Zeitz became Chairman and CEO in 1993 and led a restructuring through 1997. In 2007, PPR (later Kering) became PUMA’s majority shareholder; PUMA announced an agreement to acquire Cobra Golf in 2010. Kering’s distribution of PUMA shares became effective in 2018, reducing its stake and increasing PUMA’s independence as a listed company. [https://about.puma.com/en/newsroom/corporate-news/2007/09-10-2007-contract-pumas-ceo-jochen-zeitz-extended-ahead-schedule] [https://about.puma.com/en/newsroom/corporate-news/2007/10-04-2007-puma-welcomes-ppr-its-new-strategic-shareholder-and-its] [https://about.puma.com/en/newsroom/news/puma-acquires-equipment-brand-cobra-golf] [https://www.kering.com/en/news/exit-puma-from-now-effective-following-implementation-exceptional-distribution-in-kind-puma-se-shares/]\n[https://about.puma.com/en/puma/puma-timeline][https://about.puma.com/en/this-is-puma/archive-stories/history-of-suede][https://about.puma.com/en/newsroom/news/puma-celebrates-75-years-history-sports-culture-and-innovation][https://about.puma.com/en/newsroom/corporate-news/2007/09-10-2007-contract-pumas-ceo-jochen-zeitz-extended-ahead-schedule][https://about.puma.com/en/newsroom/corporate-news/2007/10-04-2007-puma-welcomes-ppr-its-new-strategic-shareholder-and-its][https://about.puma.com/en/newsroom/news/puma-acquires-equipment-brand-cobra-golf][https://www.kering.com/en/news/exit-puma-from-now-effective-following-implementation-exceptional-distribution-in-kind-puma-se-shares/]",
      "updatedAt": "2026-10-04T15:40:33.256102Z"
    }
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