ASOS vs PUMA

H&M investigates potential cyberattack amid ShinyHunters claims

Swedish fashion retailer H&M has launched an investigation into potential cyberattack claims circulated by the hacker group ShinyHunters. The company stated that it has found no evidence of unauthorized access to its data environment so far. The claims follow a confirmed cyber incident at online fashion retailer Asos. While there is speculation that the same or linked actors may be behind both incidents, no concrete connection has been established. H&M emphasized that the allegations are not independently confirmed, and no successful attack or data theft has been proven. The company operates a complex IT infrastructure connecting online and physical retail, making cybersecurity a critical concern. Should a data breach be confirmed, statutory notification obligations could arise. The investigation is ongoing, and the outcome remains pending.

• H&M investigates potential cyberattack claims by hacker group ShinyHunters.
• H&M states no evidence of unauthorized access to its data environment so far.
• The investigation follows a confirmed cyber incident at online retailer Asos.

Asos confirms data breach after rogue app notification

UK fashion retailer Asos has confirmed a data breach involving customers' personal information. Hackers broke into a third-party platform hosting data used for customer communications, stealing names, contact information, home addresses, phone numbers, email addresses, and customer profile notes including search queries. The hackers, calling themselves Xuanye Group, sent an unauthorized push notification through Asos' own app, referencing the compromise of data hosted on Snowflake, a cloud data platform. The notification pressured the company to engage or risk a leak. The attackers reportedly gained access by impersonating a trusted contact to obtain login credentials. Snowflake said its own systems were not breached. Asos has 17 million customers. The incident follows a similar breach at fintech firm Betterment earlier in the year.

• Asos confirmed a data breach of customer personal information after hackers sent a rogue app notification.
• Hackers stole names, contact information, home addresses, phone numbers, and email addresses, as well as customer profile notes.
• The breach occurred via a third-party platform hosting data used for customer communications, which Asos linked to a Snowflake instance.

Snapchat Launches First B2B Creator Campaign

Snapchat has launched its first-ever B2B creator campaign under its new 'Spend Smarter' platform, aiming to challenge inherited media planning habits and attract brand marketing budgets. This marks an unexpected move for the consumer-focused social app. Additionally, YouTube introduced new features for creators focused on building up live streaming. The newsletter also highlights an ASOS partnership with creator Farron Clark, and TikTok's upcoming AI Creator Search tool for filtering creators by audience and content performance.

• Snapchat launches first B2B creator campaign under 'Spend Smarter' platform.
• YouTube launches new features for creators focused on live streaming.
• ASOS names Farron Clark as Marketing Insider of 2026.

What Motivates Mondo to Keep Raising the Bar

PUMA published an interview between CEO Arthur Hoeld and 15-time pole vault world record holder Armand 'Mondo' Duplantis. The conversation highlights Duplantis' unconventional technique, competitive mindset, and his equipment collaboration with PUMA since 2019. Key technological points include the integration of NITRO foam technology and 'THE CLAW', a carbon plate extension designed to enhance sprint traction and runway speed.

• PUMA CEO Arthur Hoeld interviewed 15-time pole vault world record holder Armand 'Mondo' Duplantis on competition and product engineering.
• Duplantis has been partnered with PUMA since 2019, collaborating on custom spike designs.
• PUMA developed 'THE CLAW', an extension of the carbon plate at the front of sprint spikes designed to enhance traction and speed on the runway.

PUMA Q3 2026 sales performance improves sequentially – FY 2026 outlook updated

PUMA released its Q3 2026 results, reporting sequential sales improvement and updating its full-year 2026 outlook.

PUMA Q3 Revenue Falls, Operating Loss Reported

PUMA reported third-quarter 2026 revenue of €1.78 billion, a currency-adjusted decline of 6.3% year-over-year. The company posted an operating loss of €11.4 million, compared to a profit of €16.2 million in the prior year, due to ongoing restructuring, higher costs, and weak demand in Europe and North America. EMEA sales fell 11.5% and North America dropped 17.2%, while Asia-Pacific grew 10% boosted by Speedcat sneakers. The gross margin improved to 49.5% thanks to lower input costs and tariff refunds. Direct-to-consumer sales, including e-commerce up 7.8%, gained share. Free cash flow turned positive at €92 million, and inventory fell 24.3%. The company narrowed its full-year EBIT guidance to a loss of €80-130 million, and ANTA Sports became its largest shareholder in October.

• PUMA reported Q3 2026 revenue of €1.78 billion, a currency-adjusted decline of 6.3%.
• Operating loss of €11.4 million, compared to a profit of €16.2 million in Q3 2025.
• EMEA sales fell 11.5%, North America dropped 17.2%, while Asia-Pacific grew 10%.