Even as Puma laid out a strong set of results and raised its forecast for the year, company executives said they were preparing for tough times ahead.
Gulden said the company is going to focus more on lifestyle offerings and, later this year, move further into outdoor apparel with a category called Puma Seasons. Puma was also “getting its act together” to better exploit the brand’s archive of classic retro sneakers, he added.
“There is huge pressure on a lot of costs — raw materials, production, energy,” Gulden noted. “So far we have only raised prices in single digits. And we will continue to try and raise prices in a smart way. That means adding new price points instead of making existing shoes more expensive.” In the future, eventual price rises in Europe would be higher than in the U.S. because of currency adjustments, Gulden added.
“I think it’s the first time in 10 years that any brand has done a signature shoe for a female player,” Gulden said.
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