PUMA SE

Global fashion groups · PUM.DE

The Japan read

From the company's own filing for Q2 2026 (Apr–Jun) · reported 2026-07-31 · the filing

Not disclosedPuma manages Japan as a separate internal segment but publishes it only inside 'Rest of Asia-Pacific', combined with Korea and Southeast Asia & Oceania — there is no Japan-only figure.

Other callouts in the filing

SegmentRest of Asia/Pacific, which includes Japan, grew 12.5% currency-adjusted in the second quarter on low-profile sneakers and strong DTC in Southeast Asia; Greater China managed only 0.9%.
SegmentOn the segment view, Rest of Asia-Pacific's half-year sales rose to €402.9m from €392.1m and adjusted EBIT to €57.3m from €47.8m, while Europe and North America sales shrank.
BasisThe yen was among the currencies that cut Puma's reported sales — by about €110m across the half — so Asia/Pacific grew 8.3% currency-adjusted but only 3.5% in euros.
OutlookPuma kept its 2026 outlook, expecting Asia/Pacific and Latin America growth to only partly offset lower North American sales, and Middle East costs and tariff relief to roughly cancel out.

floortok's reading of the filing, in our own words. Figures are the company's own; where a growth rate is our arithmetic, it says so.

Show figures in

Q2 2026 (Apr–Jun) · Quarter alone

Reported 2026-07-31

Sales€1.7bn−9.7%

EBIT−€0.1bn—

Net income−€0.1bn—

Puma does not disclose Japan separately, but its Asia/Pacific region is the one part of the business growing: sales there rose 8.6% currency-adjusted to €416mn, with the rest of Asia/Pacific outside Greater China up 12.5%. Everywhere else pulled the group down — sales fell 9.7% to €1.69bn (−9.4% currency-adjusted) in a quarter the company frames as a reset. The losses narrowed: EBIT was −€53.1mn against −€109.1mn, and the net loss from continuing operations −€72.8mn against −€247.1mn, with gross margin up to 48.0%. Full-year guidance is confirmed at a low- to mid-single-digit sales decline and EBIT between −€50mn and −€150mn.