On February 27, Puma released its 2023 performance data. Revenue increased 1.6% to $9.64 billion (€8.60 billion). The Asia-Pacific region led growth, with a 13.6% YoY increase in sales. Puma implemented a “China-for-China” strategy in 2023, enhancing its local relevance and rebuilding its market organization in China. By 2024, 40 percent of products sold in China will be locally designed, and 80 percent locally produced.