Puma is optimistic that new products like Rihanna women’s wear and running shoes promoted by Usain Bolt could restore the German sportswear firm to health in 2016 as it dismissed reports of a sale by majority owner Kering.
After slipping further behind market leaders Nike and Adidas, under Gulden, Puma has focused on the world’s most popular sports like soccer, running and motorsport and launched a new drive to tap into booming sales of women’s sportwear by appointing Rihanna as creative director last year.
German rival Adidas has also given celebrities input into product design, with collaborations with Kanye West and Pharrell Williams helping drive strong quarterly results.
(Source: CNBC)