Herzogenaurach (Bavaria) – It hits the employees of the well-known sporting goods manufacturer hard. In order to make Puma one of the top three sports brands worldwide again, the new boss of the company based in Herzogenaurach (Bavaria) is taking the red pencil. 900 more jobs will be cut.
Arthur Hoeld (55), who has only been the new Puma boss since July and moved from Adidas: “We have identified the areas in which we need to act decisively and we have set strategic priorities in order to achieve a global Sports brand with globally successful products and inspiring storytelling.”
Where the jobs are being eliminated
Sea Pursue The approximately 900 jobs worldwide in administration (a total of 7,000 jobs) are to be reduced. This is intended to save costs. It was not stated which locations were affected. It was only in March at the balance sheet press conference that Puma announced that around 500 jobs will be cutincluding 170 in Herzogenaurach. Now the company is taking the red pencil again.
Above all, the brand wants to withdraw from the cheap segment. In North America, the majority of products are sold through “big box” retailers. The company: “Big box retailers are retailers who sell large quantities of products at low prices prices sell, often with very broad distribution, limited brand control and a focus on non-seasonal or remaining stock goods.” But that wouldn’t be good for the brand.
Arthur Hoeld has been the new Puma CEO since July 2025
Company wants to reduce product range
The range will be reduced in the future. The company: “We will focus on the football, running, training (…) categories to drive our future growth. While our Sportstyle products are primarily worn for their design, we will also expand our performance approach to this category to show that all Puma products are clearly rooted in sport.
This is how things continue for the sporting goods manufacturer
Puma does not expect growth again until 2027. The year 2025 was a “year of reset”, 2026 a year of transition. In the first nine months, the company had currency-adjusted sales of 5.97 billion euros, a decrease of 4.3 percent.