Puma shares plunge 18% after full-year sales, profit outlook cut on U.S. tariffs

Puma facing ‘existential identity crisis’ as shares tumble on profit warning

Puma shares dropped 16% on Friday after the German sportswear brand said it now expects an annual loss as sales decline and US tariffs dent profit.

Puma inventory headache highlights tariff dilemma for retailers

LONDON, July 25 — Puma faces a dilemma in the United States: after rushing shipments from Asia to beat incoming tariffs, the German sportswear brand is now discounting to clear stock, while planning to raise prices this year to offset rising costs. These conflicting pressures reflect a broader challenge for retailers trying to make sure U.S. shelves are stocked for the crucial back-to-school and holiday seasons, while looking to pass on higher c…

Puma shares plunge 18% after full-year sales, profit outlook cut on U.S. tariffs

The sportswear brand said it expects full-year sales to decline by a low-double digit percentage this year.