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Adidas said in its full-year 2024 results that it had sold the last of its Yeezy shoe stock during the fourth quarter, closing out about €1.4 billion in sales since severing ties with Kanye West in 2022.

Former Adidas sales chief Arthur Hoeld took over as Puma's chairman and CEO on 1 July 2025, succeeding Arne Freundt, who left after 14 years in leading roles at the company.

Puma said it will eliminate about 900 more white-collar roles worldwide by the end of 2026, expanding its cost-efficiency programme to roughly 1,400 job cuts, a fifth of its corporate workforce, as third-quarter sales fell 10.4%.

Adidas's supervisory board extended Bjørn Gulden's appointment as chief executive to 31 December 2030, crediting him with driving the company's turnaround since he took over in January 2023.

Adidas grew currency-neutral revenue 14% to a record €6.7 billion in the second quarter of 2026, driven by a World Cup marketing push and 25% direct-to-consumer growth, and raised its full-year revenue guidance to 9-10% growth.

Puma cut its second-quarter operating loss to €53.1 million from €109.1 million a year earlier, as currency-adjusted sales fell 9.4% to €1.69 billion amid its 'reset' turnaround under new CEO Arthur Hoeld.

Adidas's own financial calendar sets 29 October 2026 for its next scheduled release, covering the first nine months of the year, after record Q2 sales and an upgraded full-year outlook.