Puma Revenue Super Anmar Once Again Challenged Nike ADI

In the global sports brand, Nike and Adidas are undoubtedly the leaders in this field. As Puma, PUMA, which once compared with the top two giants, has returned to the top three position in the past two years after the revenue went beyond Andrea, and challenged the top two.

In early 2019, Puma released last year's performance data report, its sales reached Forty-six point four eight Billion euros (about 36 billion), an increase year on year 12.4% And hit a new high again. Among them, footwear is still the largest source of revenue for the brand, breaking 2 billion euros for the first time last year, while running, training and sport leisure are the fastest growing category, but the growth rate has declined compared with the same year. However, Puma has reached double-digit growth in the three major regions of the world and three major product sectors (clothing, footwear and accessories), becoming the largest black horse in the world.

It is noteworthy that Puma's growth in the Asia Pacific region is still very strong, with sales reaching last year. Twelve point three six Billion euros, realized last year 28.8% Growth, especially in the fourth quarter. 38.5% The growth shows the driving force of one of the biggest regional growth engines of global sports brands, which is mainly benefited from the driving force of the Greater China market. Puma CEO Bjorn Gore said: "we are very satisfied with the business development in 2018, showing our strong momentum."

Statistics show that: in the late 40s of last century, Puma brand was founded in Germany, and has gone through more than 70 years' history. It has become a world-famous sports and sports group. Its products cover all parts of the world, and the number of employees is over. One point four Ten thousand people. From 70s to 90s, it was the golden age of Puma. Bailey, Maradona and other football sports stars were their spokesmen. They were sought after by many consumers around the world and jumped into the top three sports brand in the world.

Enterprises are always in the ebb and flow. Since the beginning of the millennium, Nike and Adidas have occupied most of the market through a series of product innovation and sports propaganda. Puma's business has been greatly affected. Due to its weak innovation ability and the lack of marketing, the performance has been in the trough for many years, and the enterprise has also had a bottleneck. At this point, the luxury giant Kai Yun group extended its hands to Puma at the cost of 5 billion 300 million euros, and began to transform to fashion, but it didn't get much improvement in a long time.

In recent years, the rise of sports and leisure styles in the world, as well as the impact of social platforms on brand marketing and young consumers' purchase decisions, Puma has seized the opportunity to cooperate with American music queen Rihanna to be the creative director and global image maker of Puma women's series. And the two sides worked together for the classic version of Puma, which was a great success after launching the market. You know that Puma was once a leading Street Culture leader. In recent years, it has slowly returned, and the company has come to a revival.

As strength increased, Puma spent more money last year to sign more NBA players, which is Puma's strong return after leaving the basketball world for nearly 20 years. Although Nike and Adidas have signed a lot of NBA players, Puma's series of actions undoubtedly show their determination to enter the field. Andemar, the pursuer, saw the rise of revenue in the wake of the signing of UnderArmour, and Puma saw new opportunities. Judging from the current situation, though the brand is once again rushing into the top three of the world, it is still too early to replace Nike ADI.