Insiders Trades
Puma SE Stock: price and insider trades · Germany
No insider purchase over the last 90 days. The latest was filed 02 Jul 2026.
Puma SE: what insiders have been doing
Puma SE, classified in the Luxury & Fashion sector, is a listed company based in Herzogenaurach, Germany, founded in 1948. Its latest reported headcount is 18,668 employees (2024). Its insiders report their share dealings to BaFin. The last twelve months, up to 18 October 2026, brought 5 filings signed by 4 insiders.
Every open-market trade in the period is a purchase: 5 purchases worth €927k, from 4 insiders, and not a single sale. Buying on the open market means paying the going price with one's own funds, a different act from receiving shares as pay. Biggest ticket of the year: €351k, bought by ASTAM Holding GmbH and made public on 15 May 2026 (0.0090% of market cap). Those buying include 3 senior executives.
In all, 1 purchase was made within 30 days of a purchase by another insider of the company. Purchases made close together by different insiders form what is called a cluster. The most recent open-market purchase was published on 2 July 2026, 107 days ago. Typically, a trade is published a median of 4 days after it takes place. The regulation allows three business days to notify a trade (MAR article 19).
With 5 filings in twelve months, the company is in line with the median of 5 filings across the 287 companies we follow on the same exchange. Over the whole record (from 2025), the tally stands at 10 purchases and no sales.
Source: insider filings from BaFin. Past trades are no guide to future returns.
Insider Decl.
11
Thresholds
n/a
Buy Volume
€1M
10 ops. · all time
Sell Volume
n/a
n/a
Who traded when
BuySaleArthur Höld4 buys
Andreas Hubert2 buys
ASTAM Holding GmbH2 buys
Maria Valdes1 buy
Markus Neubrand1 buy
Matthias Baeumer1 buy
Analyst consensus: bullish or bearish?
Analysts rate Puma SE Buy (bullish), based on 18 analysts. Average price target: €28.00.
Fundamental score
Ranked 21,963 of 24,148 companies
21.1
score / 100
Value12
Quality30
FCF yld-15%
Earn yld-19%
EV/EBITDA·
ROE-23%
Gross mgn45%
Net mgn-8.8%
Debt/EBITDA·
Pillars2/3
Transparent value + quality ranking, distinct from the insider signal.
Financial data
as of FY 2025FY ended December 2025 · cache
€23.55
Analyst consensus
18 analystsBuy
€21.00Target €28.00(+19%)€40.50
Income statement
Revenue€7.3B
Gross profit€3.3B45% margin
EBITDA€65.0M1% margin
Net income-€645.5M-6.4% margin
Valuation
PER (forward)88.6x
P/Book1.9x
Beta1.03
Balance sheet & cash
Market cap€3.5B
Total debt€2.6B
Free Cash Flow-€525.6M
Debt / Equity145%
Profitability & ownership
ROE-22.6%
ROA-1.7%
% insiders31.0%
% institutions48.5%
Last declaration on 2 July 2026
Declarations11 total
100 shares@ €1,010.000.0025% mcap33.3% of flowDerivativeISIN DE000LB646F4BAFIN:40001188-77eebe552148
Canonical exit: 23 Sept 2026 (T+90)
14,200.761 shares@ €24.740.0090% mcap50.2% of flowShareXETRAISIN DE0006969603BAFIN:40001188-a766dece5eb0
Canonical exit: 10 Aug 2026 (T+90)
13,748.705 shares@ €25.390.0089% mcap49.8% of flowShareXETRAISIN DE0006969603BAFIN:40001188-930e6ccc9c18
Canonical exit: 9 Aug 2026 (T+90)
2,525 shares@ €15.90100.0% of flowShareISIN DE0006969603BAFIN:40001188-e74cb66cf5d3
Canonical exit: 19 Feb 2026 (T+90)
5,500 shares@ €15.5747.3% of flowShareTRADEGATE EXCHANGEISIN DE0006969603BAFIN:40001188-db4f0b80a802
Canonical exit: 16 Feb 2026 (T+90)
ShareISIN DE0006969603BAFIN:40001188-dd23cb17b3a4
1,500 shares@ €19.02100.0% of flowShareISIN DE0006969603BAFIN:40001188-c8f26a9a49c5
Canonical exit: 10 Dec 2025 (T+90)
5,000 shares@ €19.0552.7% of flowShareTradegateISIN DE0006969603BAFIN:40001188-adc5c0f81780
Canonical exit: 9 Dec 2025 (T+90)
488.958 shares@ €20.39100.0% of flowShareISIN DE0006969603BAFIN:40001188-17f608ba5e79
Canonical exit: 23 Nov 2025 (T+90)
100 shares@ €1,010.0033.3% of flowDerivativeISIN DE000LB57P74BAFIN:40001188-7886da9bdb76
Canonical exit: 5 Nov 2025 (T+90)
5,298.74 shares@ €19.0533.3% of flowShareTradegateISIN DE0006969603BAFIN:40001188
Canonical exit: 30 Oct 2025 (T+90)
11 of 11 declarations
About Puma SE
Puma SE is a German sportswear group listed on Xetra/Frankfurt (DAX/MDAX/SDAX) in Germany under ticker PUM.DE. Founded in 1948 by Rudolf Dassler in Herzogenaurach, the company has grown into one of the world’s best-known sports-lifestyle brands, combining athletic performance with streetwear appeal. Its headquarters remain in Herzogenaurach, Bavaria, which continues to serve as the group’s historic and operational base.
PUMA’s business model is built around three core product lines: footwear, apparel, and accessories. The company sells running, football, training, basketball, and lifestyle shoes, along with technical apparel, training wear, and fashion-oriented sports accessories. This broad portfolio allows PUMA to serve both performance-driven consumers and buyers attracted by brand image, design, and marketing partnerships. Commercially, the group operates through a global mix of wholesale, owned retail, and e-commerce, giving it wide market reach while also exposing it to shifts in consumer demand and inventory cycles.
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From a competitive standpoint, PUMA operates in a highly contested global market dominated by major international players such as Nike and Adidas, while also facing pressure from specialist running brands and fast-growing niche competitors. Its differentiation lies in a strong and instantly recognizable brand, an agile positioning within sportswear, and a long-standing ability to leverage football, running, and sponsorship-led brand building. The company’s market position is best understood as that of a global challenger brand: large enough to operate worldwide, but still fighting for share against bigger peers.
Geographically, PUMA has a broad international footprint across Europe, the Americas, and Asia-Pacific, supported by global hubs and a distributed supply chain. The business remains particularly sensitive to consumer trends in Europe and North America, while continuing to pursue growth in Asian markets.
Recent corporate developments point to a material repositioning phase. In 2025, PUMA described the year as a “reset,” then appointed Arthur Hoeld as CEO in July 2025. The company also announced transformation measures, including job cuts and a sharper focus on core categories such as running, football, and training. In its latest communications, management has described 2026 as a transition year and has adopted a cautious stance on profitability and dividend policy. For investors, PUMA remains a cyclical consumer-discretionary name with global brand strength, but also with execution risk and a clear operational turnaround agenda.
