Puma, the German sportswear brand, has reported a forecast of operational losses continuing through 2026, prompting the cancellation of dividend payments. The company noted that its sales have declined as it has lost market share to competitors in an increasingly tough sportswear sector. While last year’s results exceeded analysts' expectations, the overall outlook remains concerning as revenues are set to fall further in the coming years.

Chief Executive Arthur Hoeld, who took over the role in July and previously worked as the head of sales at rival Adidas, described the past year as a "year of restart" for Puma. Despite the better-than-expected results from the previous year, the company is facing significant challenges due to intensified competition and consumer demand shifting in favor of other brands. The decision to cancel dividend payments highlights the seriousness of their financial situation.

Looking ahead, Puma anticipates an operating loss estimated between 50 million to 150 million euros (approximately 59 to 177 million dollars) in 2026, following an operational loss of 357.2 million euros last year. This grim forecast underscores the difficulties Puma faces to adapt and regain its footing in a rapidly evolving market where maintaining sales and profitability is increasingly challenging. Investors will closely monitor the company's strategic responses in an attempt to reclaim a competitive edge.