(Original title: Puma: Deeply cultivating China’s Greater China region for seven consecutive quarters of growth | Expo time)
During the Seventh China International Import Expo (hereinafter referred to as the “CIIE”), the German sports brand PUMA launched a series of new performance products with NITRO nitrogen technology as the core.
This year is the 25th year that Puma has entered China, and it is also the third time that Puma has participated in the CIIE. Li Min, Managing Director of Puma China, said at the unveiling ceremony: “As one of Puma’s most important strategic markets, we will firmly adhere to the localization strategy of ‘in China, benefit China, and accelerate Chinese sports’, adhering to the “FOREVER. FASTER” .”‘s pioneering spirit, seize the development opportunities of openness and inclusiveness, and continue to win over Chinese consumers with innovative products and services. “
Li Min will serve as the managing director of Puma China from July 1, 2023. Previously, she served as senior vice president of sales at Adidas and has more than 20 years of industry experience. After taking over the Chinese market, Puma made adjustments and improvements in many aspects of operations, including products and channels.
Including event marketing around major event nodes such as the F1 Chinese Grand Prix and the Olympic Games. During the F1 Chinese Grand Prix in April 2024, as the only brand among the global sportswear giants with racing segment products and the only sportswear giant among the official partners of F1, Puma has signed contracts with many big-name teams including Ferrari. Through various forms of brand activities, the brand concept is better conveyed to the market and consumers.
On November 6, PUMA announced its third quarter financial report for fiscal year 2024, which showed that the company’s revenue was 2.308 billion euros, with sales increasing by 5% year-on-year. Its third quarter revenue in Greater China achieved single-digit growth for seven consecutive years. Achieve positive growth in the quarter.
Thanks to its recovery in the Chinese market. In the third quarter, Puma continued to focus on professional sports, releasing new products such as nitrogen technology running shoes FAST-RB NITRO™ Elite Rule Breaker, and continuing to upgrade its performance product matrix. Puma’s Deviate NITRO™ 3 series of nitrogen technology running shoes have been widely praised in China, with sales increasing by 510% year-on-year in the third quarter of last year.
Globally, Puma has successively signed NBA All-Star player Tyrese Haliburton and F1 star racing driver Charles Leclerc, consolidating the brand’s top influence in basketball, racing and other sports fields. In China, Puma teamed up with spokespersons Zhao Jiwei, Wang Lanyi, Jiang Weize, and Zou Yang to form the “Puma Gang”, which will visit five universities in Beijing, Changsha, Shenyang and other places this summer to help the exchange and development of Chinese basketball culture.
In the field of football, Puma has joined hands with the emerging football event IP “The King of Goals” to enter 30 large and medium-sized cities across the country, bringing a variety of game experiences to football fans and helping China’s folk football culture flourish. This summer, Puma teamed up with basketball spokespersons Zhao Jiwei, Wang Lanyi, Jiang Weize, and Zou Yang to form the “Puma Gang”, which went to five universities in Beijing, Changsha, Shenyang and other places to promote the exchange and inheritance of Chinese basketball culture from professional to private. , Puma uses practical actions to support the development of China’s sports industry.
In May of this year, Puma reached a long-term cooperation with Luwan Stadium, the holy land of running in Shanghai, to provide runners with different racing goals with rich equipment experience and track services, and to promote the prosperity of running culture.
On the occasion of the 25th anniversary of the pioneering shoe Mostro series, Puma has launched the Mostro Perf and Mostro Archive shoes. During Shanghai Fashion Week, PUMA Speedcat and Mostro series shoes supported the 2025 spring and summer series conference of local independent designer brands JACQUES WEI and XIMONLEE. Previously, Puma opened its store in Shanghai West Bund Dream Center in September.
In the third quarter, the Puma Douyin brand search volume increased by 171% year-on-year, and the Xiaohongshu brand search index increased by 72.4% year-on-year, achieving dual growth in brand popularity and product sales.
At this CIIE, PUMA exhibited the PUMA nitrogen technology running shoes FAST-RB NITRO™ Elite rule-breakers that use three-layer PWRPLATE carbon plates and propulsion plates for the first time; PUMA ALL-PRO NITRO™ equipped with an independent midsole cushioning system for the first time ELITE basketball boots; Puma FORMULA PACK latest generation ULTRA 5 ULTIMATE and ULTRA 5 CARBON version boots, etc. In addition, Puma specially created the MG3.0 upgraded outsole for Chinese football fans. It uses 24 new structure spikes, which are connected at the main stress-bearing parts to improve grip and durability, helping players sprint, turn and brake on the field. .
Currently, PUMA Speedcat OG shoes continue to sell well in many markets, leading the global thin-soled shoe trend. In China, Speedcat OG has been sold out several times since its launch, and has topped the list of thin-soled shoe topics on social platforms such as Xiaohongshu and Douyin for several consecutive months. In October, Puma released the new Speedcat Archive shoes, launching two new colors of light blue and brown, continuing to interpret the unique retro charm. The value of the Chinese market as Puma’s strategic core market is increasing.
