German sports brand Puma has lowered its financial forecast for the full year 2025, attributing the change to weaker than expected sales growth and potential effects from US tariffs.

Puma SE shares plunged as much as 19% after the German brand slashed its profit forecast on weak demand for its sports and exercise gear and growing concerns about the impact of US tariffs.It’s the third major rout this year for the company,

Puma shares dropped 16% on Friday after the German sportswear brand said it now expects an annual loss as sales decline and U.S. tariffs dent profit.