Growth in American sales drove the world's third-largest sportswear company to new highs.
Even compared to pre-pandemic numbers in 2019, sales increased 30 percent, he pointed out. “[These] are results that we are proud of,” he stated.
But the Americas have been catching up to Europe for some time as a result of the company’s long-term marketing focus on U.S. customers. The idea is to connect to the American culture of basketball, then capitalize on this to sell classic Puma basketball shoes from the ’70s through to the ’90s, Gulden explained. About 70 percent of sales of Puma fashion shoes are out of this classics category.
Puma also predicted increased participation in sports worldwide as well as ongoing trends in footwear and casualization, all of which made the sector’s future look bright. Gulden said he couldn’t promise growth in China in 2022. The company still couldn’t do any marketing with Chinese celebrities or influencers. “If you use Chinese celebrities, you get a s–t storm on social media,” he explained. “That’s not good for the celebrity or the brand.”
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