A strong fourth quarter led to PUMA being able to announce that 2019 was one of the most successful years in the brand’s history. It coincides with huge strides for the brand in the footballing world, with the announcement of the new partnership with Manchester City being among numerous new ventures that have all served to promote the German company, contributing to record sales.
PUMA continued to work hard towards its ambition of becoming the fastest sports brand in the world through 2019, entering into several new partnerships. From a football perspective this included the big Manchester City announcement back at the start of the year; that deal was and still is PUMA’s largest ever, both in terms of scope and ambition. As a follow on to this PUMA also welcomed City manager, Pep Guardiola as a brand ambassador.
The Premier League champions were then joined by Spanish side Valencia, while the brand strengthened its position in that country by also becoming the official match ball supplier to La Liga, taking over the reigns from Nike after two decades of Swoosh domination. It was a further statement of intent that bolstered some strong player recruitment, including the likes of James Maddison, Jan Oblak, Samuel Umtiti and Harry Maguire.
All of these new partnerships served to increase the brand presence, and that’s just from a football perspective. Add to that PUMA’s reintroduction into NBA along with success in Formula 1, track and field athletics and countless other sporting associations, as well as partnerships with celebrities from the fashion, music and movie worlds, and it becomes easier to see just how the brand was able to post record sale increases of 20.6 percent.
Bjørn Gulden, Chief Executive Officer of PUMA SE, said: “2019 ended with a very strong fourth quarter for us with revenues being up 20.6% reported (18.3% currency adjusted) and EBIT up 47%. All regions and all product divisions were up by double digits. This made 2019 the best year in PUMA‘s history with a revenue of € 5.5 billion (+ 18.4%) and an EBIT of € 440 million (+30%). I am very proud of what the team has achieved and think this performance shows the global potential of the PUMA brand.”
Could bore you with a lot of statistics, but long story short is PUMA are doing pretty well at the moment...
