German-based Puma reported its second-quarter sales were up 8.3 percent today (July 25, 2018), with growth in all regions that was driven mainly by shoes.
In a press release, Puma CEO Bjoern Gulden addressed fast-shifting footwear trends. “The first six months of the year showed major shifts in product trends and consumer demand, especially for footwear,” said Gulden, who was likely addressing the explosion in demand for dad shoe silhouettes.
He noted Puma has addressed the chunky shoe trend with its newly-launched Thunder silhouette, which he said, “won the hearts of the fashion-forward crowd with its disruptive design, and its bulky, unapologetic look. The first two product drops sold out within hours.”
The company also highlighted its re-entry into the basketball, a move that included the appointment of Jay-Z as a creative director. The brand’s first sponsored NBA players in 20 years are Marvin Bagley, Deandre Ayton, Zhaire Smith, Michael Porter Jr. and Rudy Gay.
Puma also mentioned a goal of connecting with women and highlighted Selena Gomez’s role as an influencer along with its “Do You” campaign featuring Cara Delevingne and the New York City Ballet dancers.
While Puma hasn’t made an official announcement, its Fenty by Puma collaborative relationship with Rihanna ended with the spring 2018 collection.
The company raised its forecast for 2018 sales by 2 percent for a total between 12 and 14 percent, however, the company cautioned it would need to spend more money on marketing to bring the numbers home.