Puma's footwear sales worldwide from 1993 to 2020

Sales of Puma footwear amounted to around 2.4 billion euros in 2020, decreasing after five consecutive year of growth. That year, footwear sales accounted for 45 percent of Puma’s sales, the largest share of the company’s three product segments.

Younger customers push Puma sales

Regarded as the company’s most important segment, sales of Puma footwear exceeded two billion euros for the first time in 2018. The sportswear manufacturer faced challenges throughout the year due to changing consumer trends and demands, most notably the reemerging trend for ‘chunky’ sneakers from both men and women. Puma has been able to appeal to a young, trendsetting audience via exclusive collaborations, such as the range with popstar and social media influencer Selena Gomez – Gomez’s Instagram account had the fifth-most followers worldwide as of January 2020.

Where does Puma rank in footwear market?

Footwear was Puma’s largest revenue contributor in 2020, but the amount generated from the sector was marginal when compared to the footwear revenues of Nike and adidas – sales of adidas footwear were five times larger than Puma’s in 2020. Nike and adidas are the two titans of the sportswear market worldwide, but Puma does not consider itself in competition with the bigger brands, preferring to focus on personal targets that have led to significant worldwide sales increases in recent years.