Puma’s stock fell 23% after reporting full-year 2024 sales of 8.82 billion euros ($9.61 billion), missing market expectations despite a 4% annual increase and 9.8% growth in Q4. The German sportswear giant also lowered its 2025 profit forecast, citing geopolitical tensions and economic challenges. EMEA sales rose 2.1% for the year, with Q4 growth of 14.6%. Greater China achieved high single-digit growth in Q4, marking eight consecutive quarters of positive results. China remains a key market, with Puma opening its third Sneaker Box store in Beijing’s Taikoo Li Sanlitun and launching its All-in-One WeChat mini-program to integrate online and offline inventory. The brand aims to boost its global presence in 2025 through events like the F1 Chinese Grand Prix.