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Investing.com - Bernstein initiated coverage on Puma SE (ETR:PUM) (OTC:PMMAF) with an Outperform rating and set a price target of EUR24.00, citing the sportswear company’s position at an inflection point. The stock, which has declined over 25% in the past six months and is trading significantly below its 52-week high of $50.12, appears undervalued according to InvestingPro analysis.
The research firm believes Puma is approaching the bottom of its brand cycle after several years of market share gains and outperforming competitors. Bernstein notes that Puma’s new CEO, who joined in July, has taken decisive action to reset expectations. InvestingPro data reveals analysts have recently revised earnings downward, with revenue expected to decline this year. Get access to 8+ additional ProTips and comprehensive financial metrics with InvestingPro.
Bernstein acknowledges potential volatility over the next 6-9 months but sees an asymmetric risk/reward profile as the company approaches the trough of its cycle. The firm highlighted Puma’s strong sports heritage, featuring associations with athletes like Pelé, Usain Bolt, Neymar, and Maradona.
The research note emphasized Puma’s strong unaided brand awareness and early traction in categories such as running and low-profile sneakers. Bernstein recommends management focus on the company’s strengths with more concentrated ambitions.
Bernstein suggests Puma should prioritize consistent sports investment and innovation, leverage its brand heritage, focus on geographical strengths, and avoid spreading resources too thin, with an emphasis on growth and brand heat rather than margins.
In other recent news, Puma SE has been the subject of contrasting analyst opinions. JPMorgan has downgraded Puma’s stock rating from Neutral to Underweight, citing the early stages of a business turnaround under new CEO Arthur Hoeld. The firm lowered its price target to EUR16.00, expressing concerns about the company’s efforts to reset investor expectations, manage excess inventory, and improve distribution networks. Conversely, UBS upgraded Puma from Sell to Neutral, raising its price target to EUR20.90. This upgrade follows reports that Artemis is considering options for its 29% stake in Puma, which UBS believes could shift investor attention away from the company’s current performance. These developments highlight the varied perspectives on Puma’s future amid ongoing changes within the company.
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