Puma stock: Company narrows 2026 EBIT loss range
Published on 10/30/2026 at 10:59 | Editorial responsibility: Rafael Müller, Editor-in-Chief AD HOC NEWSPuma narrows 2026 loss outlook
- PUMA kept its currency-adjusted sales forecast for 2026 unchanged despite weaker demand in North America and EMEA.
- The company reduced planned capital spending and tightened its expected EBIT loss range with one quarter left in the fiscal year.
- Management said investment will focus on digital infrastructure, direct-to-consumer channels and long-term competitiveness.
PUMA SE narrowed its expected 2026 operating loss on Friday, October 30, while keeping its currency-adjusted sales outlook unchanged. The sportswear group said in its investor-relations release that the forecast reflects its current assessment of business performance and the operating environment.
PUMA now expects 2026 EBIT between a loss of 80 million euros and a loss of 130 million euros. The previous range was a loss of 50 million euros to a loss of 150 million euros. The revised span is narrower, but its midpoint is weaker than before, leaving the company on course for a loss in the final quarter of the year.
Investment focus shifts to efficiency
Capital expenditures are now expected to remain below 150 million euros in 2026, compared with the previous projection of around 200 million euros. PUMA said the more focused investment plan targets digital infrastructure, direct-to-consumer channels and initiatives intended to strengthen long-term competitiveness. Some information-technology spending will be recognized as operating expense rather than capital expenditure.
The company maintained its forecast for a currency-adjusted sales decline in the low- to mid-single-digit percentage range. PUMA attributed the expected pressure mainly to lower sales in North America and Europe, the Middle East and Africa, while growth in Latin America and Asia-Pacific is expected to offset only part of the weakness.
Stock trades above prior Xetra close
Puma stock traded at 27.16 euros on Lang & Schwarz at 10:49 CEST on Friday, October 30, 2026, 7.73 percent above the Xetra close of Thursday, October 29.
Investors can follow the real-time quote of Puma stock as the market weighs the narrower loss range against the continuing sales pressure. The lower investment target may support cash preservation, while the unchanged sales forecast underscores the need for a recovery in the weaker regions.
The German market backdrop is covered in the DAX market overview and current market reports.
More news and analysis is available on Puma stock.
PUMA SE stock facts
- Company: PUMA SE
- ISIN: DE0006969603
- Ticker: PUM.DE
- Venue: Xetra
- Lang & Schwarz quote: 27.16 euros at 10:49 CEST on October 30, 2026
- Change versus Xetra close: 7.73 percent above the October 29, 2026 close
- 2026 EBIT outlook: Loss of 80 million euros to loss of 130 million euros
- 2026 CAPEX outlook: Below 150 million euros
