Puma Is Established in the Global Sportswear Industry, but Its Brand Has Faltered

We view Puma as a leader in global sportswear, but do not believe it has achieved a competitive advantage. Since 2014, Puma’s annual sales have risen to more than EUR 7 billion from EUR 3 billion as the company has expanded distribution, introduced new products, and stepped up its marketing. At 2.5%, the brand had the fifth-largest share (by sales) of the fragmented but attractive $407 billion sportswear market in 2024, according to Euromonitor. However, wide-moat Nike and narrow-moat Adidas are the leaders in most regions. Moreover, Puma faces threats from fast-growing competitors such as narrow-moat activewear firms Lululemon, Deckers, Anta, and Li Ning.