Although Puma is one of the well-known brands around the world, it is far from such giants as Nike and Adidas.
Puma has been able to boost sales significantly in recent years. According to the reports, the profit in the second quarter rose immediately by a record 60%. At the same time, sales in the brand's most important US market increased by 27%. Sales of not only clothing and footwear improved, but also accessories. And there is every chance for further growth in the future.
Puma had sales of $5.1 billion in 2018. At the same time, Adidas sales are $ 22 billion, and Nike sales are more than $ 30 billion. As for such a well-known brand as Under Armor, its revenues in 2018 were comparable to those of Puma and amounted to $5.2 billion.
However, the thematic media left this event almost without attention. Perhaps because today they are almost completely focused on the real leaders of the industry - Nike and Adidas. Compared to them, the Puma brand still seems too small. But things can change, and very quickly.
Puma's growth is driven by aggressive promotions in football and basketball. The brand actively cooperates with famous athletes and designers and releases new and interesting models of sportswear and shoes on the market. In addition, in recent years in the United States, there has again been an increase in interest in an active lifestyle and sports. Against this background, experts predict great success for the brand, although they doubt that it will be able to catch up with the market leaders in the near future.
According to analysts, Puma's success contributes to the increased interest among ordinary consumers in clothing called "athleisure", that is, one that is equally suitable for everyday wear and training in the gym. In other words, what was previously considered suitable only for sports, today you can even wear it to work without attracting puzzled looks. In this direction, Puma has always been strong. Under this brand, sportswear was often produced, the appearance of which evoked reflections more about glamor than about sports. Such a change in trends will clearly benefit the company. Moreover, according to some data, interest in "athleisurewill continue for at least a few more years.
Well, since at the same time Puma began to pay more attention to purely sports models and bet on big sports, this could not but affect the growth of the brand. And as the company begins to “play basketball” more and more, it may find new opportunities to increase market share. The company hopes that this sport will become fashionable again. There are no signs of this yet, but if this happens, it will mean success for Puma.
Historically, Puma has always been a direct adidas competitor. The fierce rivalry between them began from the very first existence of the companies. In itself, the story of the enmity between the brothers Adolf and Rudolf Dassler, who founded them, who became mortal enemies, is a topic for separate article. As a result, things went much better for Adidas, this brand became the world leader, while Puma stepped into the background, becoming part of the French concern PPR. But who knows, maybe now this brand has a chance to recoup.