Puma shares tank as guidance slashed
By Frank Prenesti
Date: Friday 25 Jul 2025
(Sharecast News) - Puma shares tanked by a fifth on Friday after the German sports apparel brand slashed its outlook for the full year, citing the impact from US tariffs.
The company overnight said it now expected to make an operating loss in 2025 - but did not elaborate - and added that annual sales would fall by a low double digit percentage, compared with prior guidance of low-to-mid single digit-growth.
It also warned US tariffs on imports would cut 2025 gross profit by around €80m.
Puma said it expected currency-adjusted sales for the year to fall by at least 10%, having previously forecast low- to mid-single-digit growth.
Second-quarter currency-adjusted sales of €1.94bn were below forecasts as North America sales fell 9.1% and Europe 3.9%.
Reporting by Frank Prenesti for Sharecast.com
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