Share of Puma's consolidated sales worldwide from 2011 to 2018, by segment

Footwear sales accounted for 47 percent of Puma’s consolidated sales in 2018, the largest share of the sportswear company’s three product segments. Regarded as Puma’s most important sector, sales of footwear exceeded two billion euros for the first time in 2018.

How much did each product segment generate?

Puma generated around 4.65 billion euros from global sales of footwear, apparel, and accessories in 2018. Footwear sales have increased by around 900 million euros since 2014, during which time the sales share of this segment has edged towards 50 percent. Sales of Puma apparel amounted to around 1.7 billion euros in 2018 – the 246 million euros increase in sales between 2017 and 2018 was the largest of Puma’s three product segments. Sales of accessories continued to rise in 2018, but the 16.7 percent segment share of consolidated sales was the lowest since 2012.

Partnerships prove profitable for Puma

Puma – the third-largest athletic company worldwide – continued to strengthen its position in the sportswear market in 2018 by partnering with teams and athletes that raised the profile of the brand at sporting events throughout the year. At the 2018 FIFA World Cup, two players with Puma endorsement deals finished the tournament among the top goalscorers: Romelu Lukaku (Belgium) and Antoine Griezmann (France). In motorsport, Puma was the official supplier of performance wear to the three teams at the top of the 2018 Formula One Constructors’ Championship: Mercedes, Ferrari, and Red Bull Racing.