preCharge News BUSINESS — Puma shares plummeted as much as 18% Friday after the German sportwear brand posted worse-than-expected second-quarter sales and cut its full-year guidance, flagging the impact of U.S. trade tariffs.

In a preliminary updated after markets closed on Thursday, the retailer said it expects full-year sales to decline by a low-double digit percentage this year, compared with its prior forecast of sales growth in the low- to mid-single digit range.

Puma also said it expects to post an operating profit loss in 2025 — a huge swing from the 445 million euro ($523 million) to 525 million euro profit it forecast prior to assessing the impact of tariffs.

The company’s shares pared losses slightly to trade down 17% by 11:00 a.m. London time (6:00 a.m. ET).