Dive Brief

The athletic brand’s reset — announced earlier this year and still in its early stages — touches wholesale, DTC and all regions.

Published Oct. 30, 2025

On the brown tile floor of an indoor soccer pitch, a white scuffed up gear bag with the word PUMA sits behind a pair of blue and white soccer cleats. One cleat leans against a soccer ball.

As part of its turnaround, Puma will narrow its assortment and reduce new launches.

Courtesy of Puma