Puma lost more than a fifth of its market value on Thursday after the German sportswear brand reported lower than expected fourth-quarter sales and a drop in annual profit, raising questions about its ability to compete with bigger rivals Adidas and Nike.

Puma SE shares plunged after the German sportswear company reported disappointing earnings and pushed back profitability targets in a painful contrast to cross-town rival Adidas AG. Puma announced belt-tightening efforts on Wednesday and downgraded its profit margin guidance.

Puma shares fell 18 per cent after reporting lower-than-expected Q4 sales and a dip in annual profit, raising concerns about its competitiveness with Adidas and Nike. The disappointment follows Adidas' strong performance.