Puma stock: Puma sales fall 9.40 percent. Puma stock sits 18.24 percent below high
Published on 10/23/2026 at 16:31 | Editorial responsibility: Rafael Müller, Editor-in-Chief AD HOC NEWSSales pressure before reporting
- Puma's second-quarter sales fell 9.40 percent to EUR 1,690.60 million on July 30, 2026.
- Second-quarter EBIT improved from EUR -109.10 million to EUR -53.10 million.
- Puma stock costs EUR 24.78 at Lang & Schwarz on October 23, 2026 at 4:12 p.m. CEST, 1.27 percent below the Xetra close of October 22, 2026.
- Puma will publish third-quarter 2026 results on October 30, 2026.
Puma's second-quarter sales fell 9.40 percent to EUR 1,690.60 million on July 30, 2026, keeping the sportswear group's transformation under close scrutiny. Capital.com reported the period comparison, while PUMA's investor-relations page lists October 30, 2026 for the third-quarter release. At Lang & Schwarz, the stock was trading at EUR 24.78 on October 23, 2026 at 4:12 p.m. CEST, down 1.27 percent versus the Xetra close of October 22, 2026 at EUR 25.10.
Second-quarter sales fell 9.40 percent
The sales decline was paired with a sharp improvement in operating performance. Yahoo Finance reported second-quarter EBIT of EUR -53.10 million, compared with EUR -109.00 million in the prior-year quarter. The EBIT margin improved to minus 3.10 percent from minus 5.80 percent, while free cash flow reached EUR 328.80 million.
The contrast matters for the stock. Revenue remains under pressure, but the lower operating loss and stronger cash generation provide measurable evidence that cost controls and working-capital management are affecting the transition year.
Stock sits 18.24 percent below its high
The EUR 24.78 Lang & Schwarz price stood 18.24 percent below the 52-week high of EUR 30.31 and 61.96 percent above the 52-week low of EUR 15.30, both as of October 23, 2026. Trading volume was 133,093 shares at the same timestamp, and market capitalization was EUR 3.6 billion.
The next scheduled test is the third-quarter statement on October 30, 2026. PUMA's investor-relations page also lists an earnings-call webcast with CEO Arthur Hoeld and CFO Mark Langer for that date. The company had confirmed its full-year 2026 outlook in the second-quarter materials, including a low-single-digit to mid-single-digit currency-adjusted sales decline and an operating result between EUR -50.00 million and EUR -150.00 million.
What does the margin improvement mean?
The figures point to an uneven reset rather than a completed recovery. The second-quarter gross profit margin increased to 48.00 percent, while sales fell 9.40 percent on a currency-adjusted basis. For investors, the October 30 release will show whether the sequential improvement expected by management is visible in revenue and EBIT.
Price stays below the yearly high
Puma stock was trading at EUR 24.78 at Lang & Schwarz on October 23, 2026 at 4:12 p.m. CEST, 1.27 percent below the Xetra close of October 22, 2026 at EUR 25.10. The current level remains materially below the EUR 30.31 52-week high.
The further course of trading is shown by the continuously updated real-time quote of Puma stock.
PUMA stock data
- Company: PUMA SE
- ISIN: DE0006969603
- WKN: 696960
- Ticker: PUM
- Primary exchange: Xetra
- Price Lang & Schwarz (as of October 23, 2026, 4:12 p.m. CEST): EUR 24.78
- Change versus Xetra close: minus 1.27 percent
- Xetra close (October 22, 2026): EUR 25.10
- Market capitalization: EUR 3.6 billion (as of October 23, 2026)
- 52-week range: EUR 15.30-30.31 (as of October 23, 2026)
- Sector / Industry: Consumer Cyclical / Apparel - Footwear and Accessories
- Index membership: MDAX
- Next earnings date: October 30, 2026
Market context: Market report DAX.
