PUMA Group

What happened to brand elevation, Mr. Hoeld? 💭 It’s a question PUMA’s new CEO Arthur Hoeld gets asked often. His vision is clear: our next chapter is not about louder campaigns - it's about sport. We're sharpening the performance DNA that defines PUMA, creating products that truly enhance athletes' performance, and telling stories that stand out in a competitive landscape. This renewed focus begins where we are strongest: with our iconic products. Explore Arthur’s vision for PUMA’s next chapter 👇 https://lnkd.in/dxUNKxVh

Step into the world of NITRO™ 👟 The start of the running season in the Middle East called for something bold - so we transformed our flagship store in Dubai Mall into the ultimate home of NITRO™. We turned our cutting-edge technology into an immersive brand experience, connecting runners to performance innovation in a whole new way. From the moment visitors stepped inside, they entered the NITRO™ world with one key message: Unleash Your Energy. Interactive fit scanners helped customers find their perfect shoe match, dynamic LED storytelling revealed the science behind NITRO™, and an immersive treadmill tunnel let them experience the technology firsthand. Take a look inside 👇

CATch up just got a glow-up! 🔥 Our relaunched digital company magazine now brings the best of PUMA — from innovation, sports and culture to the athletes and stories that move us — all in one sleek new look. In the coming days, you will find exclusive interviews with PUMA CEO Arthur Hoeld, who shares his vision to turn PUMA into one global sports brand, and world-record pole-vaulter Armand “Mondo” Duplantis, who talks about chasing limits and staying grounded. Explore fresh features and inspiring insights as we step into our next chapter 👉 https://lnkd.in/ddFURqry

The heartbeat of Africa 🦁 ⚽ Designed to carry the dreams of a continent. Introducing ITRI - the official match ball for the TotalEnergies CAF Africa Cup of Nations (AFCON) Morocco 2025. The ball draws inspiration from Morocco’s centuries-old zellij art form - renowned for its intricate geometric mosaics - whilst symbolising the unity and passion of African football across the continent. The name ITRI pays tribute to the star featured on the Moroccan flag and reflects the star patterns that hold significance in traditional zellij craftsmanship. The unique design features ‘Flow of Movement’ patterns that capture the distinctive rhythm and dynamic playing style of African football. Built on PUMA’s advanced Orbita 6 technology, the ball seamlessly blends heritage with innovation, delivering the performance standards required for elite-level competition while celebrating African culture. Get ready for the tournament kick-off on December 21st 🏆

Not one, not two, but six 2025 Clio Sports Awards for PUMA’s global running campaign “Go Wild” 🏆 We are thrilled to share that our running campaign has received six Clio Sports Awards, including one Silver and five Bronze, celebrating excellence in music, storytelling, and creative effectiveness. We’re proud of the teams across PUMA who brought this to life and grateful to our partners at adam&eveDDB for their creativity and collaboration in shaping this award-winning campaign.

PUMA Athletes dominate New York Marathon with record finishes 🗽 This weekend, New York City became the heartbeat of the running world as over 50,000 participants lined up for the 2025 TCS New York City Marathon. In her World Marathon Majors debut, PUMA Athlete Fiona O’Keeffe ran 2:22:49 in PUMA’s Deviate NITRO™ Elite 3, smashing the American course record by nearly two minutes to finish 4th overall, with Annie Frisbie (2:24:12) following close behind finishing in 5th. On the men’s side, Patrick Dever ran 2:08:58 to finish 4th overall in his marathon debut wearing Fast-R NITRO™ Elite 3, while Sondre Moen (2:10:15) clocked in 8th in his NYC Marathon debut. With breakthrough performances and record-setting runs, PUMA Athletes once again proved that innovation and determination go hand in hand - redefining speed, elevating the sport, and reinforcing PUMA’s position at the forefront of marathon running. Congratulations to our athletes! 💪

Today, we announced our results for the third quarter of 2025, a string of measures to further reduce our cost base and our new priorities, which will help us establish PUMA as a Top 3 global sports brand. Our CEO Arthur Hoeld and CFO Markus Neubrand welcomed journalists at a press conference at our headquarters in Herzogenaurach to give further details and answer their questions. You can find out more here: https://lnkd.in/ewSThHyV

The future of football jerseys is CIRCULAR ♻️⚽ Most recycled polyester starts life as clear plastic bottles. But what about polyester textile waste? That’s where PUMA’s textile-to-textile recycling programme, RE:FIBRE, comes in. Since the start of the 2024/25 season, the jerseys from all 35 PUMA-sponsored football clubs are made with RE:FIBRE - transforming factory off-cuts, faulty goods, and pre-loved clothing into new materials. In the final episode of our #ForeverBetter podcast series 'Who Gives a Shirt', our hosts Jack Fowler and Kimberly Cumberbatch sit down with upcycler and PUMA Voice of a RE:GENERATION, Andrew Burgess. Andrew shares his passion for circular fashion and explores the future of football shirts - whether pre-loved, re-loved, or brand new 🎧 Tune in to see how PUMA reduces its environmental impact and how you can play your part: https://lnkd.in/dJMBdbHp

Delivering authentic and impactful stories that inspire 🌟   PUMA will reorganize its Brand Marketing and create a new structure which will include Product Creation, Innovation, Go-to-Market as well as Brand Marketing to enable stronger and more consistent storytelling for our products. As a result, Maria Valdes, previously our Chief Product Officer, will become our Chief Brand Officer to oversee this new organization at the Management Board level. By putting storytelling and product creation side by side, we will strengthen our product icons and sports performance products and create the clarity and structure that is needed to better position PUMA against its competition.   Get more information here 👉🏻 https://lnkd.in/e8CpGY-C

Welcome to the #PUMAFam, Ronald! 🐾   Ronald Reijmers will be our Vice President Global Retail starting November 1, a position in which he will oversee the development of our full-price and outlet stores across the world. With almost three decades of experience in the sports industry, Ronald brings a deep global expertise in retail strategy and operations. PUMA will also evolve its organizational set-up by splitting its direct-to-consumer business into two dedicated Global Retail and Global E-Commerce focus areas.   Find out more here 👉 https://lnkd.in/eDMhMuhy