Puma Announces Cost-Cutting after 2024 Net Profit Misses Expectations

A handbag with the logo of German sports goods firm Puma is pictured in a shop after the company's annual news conference in Herzogenaurach, Germany February 20, 2014. (Reuters)
A handbag with the logo of German sports goods firm Puma is pictured in a shop after the company's annual news conference in Herzogenaurach, Germany February 20, 2014. (Reuters)
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Puma Announces Cost-Cutting after 2024 Net Profit Misses Expectations

A handbag with the logo of German sports goods firm Puma is pictured in a shop after the company's annual news conference in Herzogenaurach, Germany February 20, 2014. (Reuters)
A handbag with the logo of German sports goods firm Puma is pictured in a shop after the company's annual news conference in Herzogenaurach, Germany February 20, 2014. (Reuters)

Sportswear brand Puma announced a cost-cutting program on Wednesday after reporting 2024 net profit below the prior year's level, missing its expectations.

Net profit was 282 million euros ($294 million) for the year, compared to 305 million euros in 2023, Puma said in preliminary results released after markets closed.

"While we achieved solid sales growth in 2024 and made meaningful progress on our strategic initiatives, we are not satisfied with our profitability," said Arne Freundt, CEO of PUMA, without saying what its expectations were.

The cost-cutting program aims to get Puma back to earnings before interest and tax (EBIT) margin of 8.5% by 2027. The EBIT margin for 2024 was 7.1%.

For the fourth quarter, a key shopping period, Puma reported sales grew by 9.8% in currency-adjusted terms, to 2.289 billion euros ($2.38 billion).

Over 2024 as a whole, sales were up by 4.4% in currency-adjusted terms, to 8.817 billion euros.



Fashion Commission Celebrates Winners of 'Traditional Handcrafts Revival in Saudi Fashion' Competition

The competition reinforces the Kingdom's cultural identity on the global fashion stage and highlights the potential of Saudi craftsmanship to inspire innovation in modern design. (SPA)
The competition reinforces the Kingdom's cultural identity on the global fashion stage and highlights the potential of Saudi craftsmanship to inspire innovation in modern design. (SPA)
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Fashion Commission Celebrates Winners of 'Traditional Handcrafts Revival in Saudi Fashion' Competition

The competition reinforces the Kingdom's cultural identity on the global fashion stage and highlights the potential of Saudi craftsmanship to inspire innovation in modern design. (SPA)
The competition reinforces the Kingdom's cultural identity on the global fashion stage and highlights the potential of Saudi craftsmanship to inspire innovation in modern design. (SPA)

The Saudi Fashion Commission concluded its "Traditional Handcrafts Revival in Saudi Fashion" initiative with a special awards ceremony in Riyadh on Sunday.

The initiative aligns with the Ministry of Culture’s Year of Handicrafts 2025 vision to promote traditional handcrafts by highlighting Saudi traditional attire, celebrating the Kingdom's rich cultural heritage, and supporting local creative talents.

The competition aimed to integrate traditional handcraft techniques into contemporary fashion, creating a bridge between the past and present. Participants engaged in specialized workshops led by fashion experts, exploring ways to merge traditional craftsmanship with modern design principles.

The program provided a holistic experience, teaching not only the techniques of handcrafts but also deepening participants' understanding of their historical and cultural significance.

A total of 235 applicants competed in the initiative, with 25 finalists selected for the final stage. The winning designs were showcased during the Saudi Cup 2025, coinciding with Founding Day celebrations. A distinguished panel of judges, comprising leading figures in fashion, arts, and heritage, selected the top ten designs.

The competition reinforces the Kingdom's cultural identity on the global fashion stage and highlights the potential of Saudi craftsmanship to inspire innovation in modern design.