Puma Stock 2026: A Rocky Road Ahead – Can It Bounce Back?
- Why Is Puma’s Stock Struggling in 2026?
- Anta Takeover Rumors: Savior or Red Herring?
- Analysts at War: €20.90 vs €40 Price Targets
- New Leadership, Same Challenges
- The Bottom Line: Wait for the Whistle
Puma’s stock has been on a rollercoaster, losing nearly half its value in the past year amid takeover rumors, sector weakness, and wildly divergent analyst opinions. With a current price of €21.57 (down 47% from its 52-week high) and an RSI signaling overbought conditions, the stock is at a crossroads. While some analysts see 86% upside potential, others warn of further downside. This deep dive explores the technicals, fundamentals, and Anta Sports speculation shaping Puma’s turbulent 2026 outlook.
Why Is Puma’s Stock Struggling in 2026?
Puma shares kicked off 2026 with a 7% weekly drop, now trading 4% below their January starting point at €21.57. The stock’s 47% plunge from its €40.70 peak mirrors broader sector weakness – even rival Adidas has stumbled. Annualized 30-day volatility sits at a jittery 75%, reflecting traders’ nerves. Technically, Puma clings just above its 50-day (€21.18) and 200-day (€21.03) moving averages, but that RSI of 73.2 screams "overbought." As one BTCC market strategist noted, "This isn’t just a Puma problem – investors are rotating out of sportswear stocks globally."
Anta Takeover Rumors: Savior or Red Herring?
The rumor mill went into overdrive last week when whispers emerged about China’s Anta Sports eyeing the Pinault family’s Artemis stake (a major Puma shareholder). While this briefly stabilized the stock, the lack of concrete offers has left the speculation feeling stale. "Until we see paperwork, this is just market noise," cautioned a UBS trader. The takeaway? Don’t bet your portfolio on unconfirmed M&A chatter – especially with Puma’s fundamentals telling their own story.
Analysts at War: €20.90 vs €40 Price Targets
January 19th research notes revealed astonishing divergence:
| Firm | Rating | Target | Upside |
|---|---|---|---|
| Berenberg | Buy | €40.00 | +86% |
| UBS | Neutral | €20.90 | -3% |
| Bernstein | Outperform | €24.00 | +11% |
The bulls point to Puma’s €8.8B 2024 revenue and €978M EBITDA as proof of resilience. Bears counter that sector headwinds could squeeze those numbers. Personally? I’d wait for Q1 earnings before picking sides.
New Leadership, Same Challenges
Nadia Kokni’s January 2026 appointment as VP of Global Brand Marketing signals a fresh start. But rebranding won’t fix Puma’s immediate issues – not when Nike’s eating everyone’s lunch with their AI-designed sneakers. Still, Kokni’s track record at [Previous Company] suggests she might just have the playbook Puma needs.
The Bottom Line: Wait for the Whistle
With technicals weak, sector sentiment sour, and Anta rumors unconfirmed, Puma’s stock resembles a deflated soccer ball. Until we get either (a) concrete takeover news or (b) operational improvements, this remains a trader’s stock – not an investor’s. As for that €40 target? In this market, I’d want to see the whites of the buyers’ eyes first.
