Puma’s yearly sales have risen by 13 per cent. The German company has increased its sales by 84.4 per cent in the last ten years. In the same period, the company’s profit has exploded 72.2 per cent, although the margin has dropped, standing at 48.4 per cent last year. After a fall in profit by 14 per cent in 2013 and 0.2 per cent in 2014, the net result of the group rose in 2015 with an increase of 10.1 per cent. The margin, meanwhile, has remained up since, going from 45.5 per cent in 2015 to 48.4 per cent the last year.

Puma has collaborated with singers and celebrities to face its conquest of urban fashion. Puma constantly works with the most relevant cultural and fashion icons to connect with audiences that set trends. This has made Puma one of the most desired sports and fashion brands for the younger generation. The brand has been embracing collaborations with celebrities to position itself as a fashion brand. The turning point came in 2015, with the incorporation of Rihanna as the new creative director. The arrival of the singer returned brightness to the results of Puma: after two years in decline, the sales of the brand skyrocketed that year by 12.3 per cent and have remained upward since.