Puma Stock Jumps 6% on Better-Than-Expected Results, Signaling Strategic Reset Gains.

The sportswear company reported revenue of €7.296 billion, exceeding the consensus of €7.12 billion. While the company reported a headline EBIT loss of €357.2 million, this was better than the anticipated €374 million loss.

Underlying EBIT, after excluding exceptional charges, also showed an improvement compared to forecasts. Despite weak fourth-quarter trends, sales declines were less severe than predicted.

However, the gross margin in Q4 was slightly below expectations due to discounting and inventory management. Analysts noted progress in the company's strategic reset, with inventory clean-up efforts being slightly ahead of schedule.

For 2026, Puma anticipates a low- to mid-single-digit percentage sales decline and an EBIT loss within a specific range, which aligns with market consensus.