For Aston Martin Lagonda, 2025 has been a year of sharp contrasts—one marked by persistent financial struggles in its core automotive business, yet also by a high-profile collaboration in the world of fashion and motorsport. While investors have watched the company’s share price plummet to near-historic lows, the Aston Martin Aramco Formula One Team has been busy making headlines of a different sort, teaming up with PUMA for a new lifestyle collection and celebrating the opening of PUMA’s largest European flagship store in the heart of London.
Let’s start with the tough news. According to analysis from The Motley Fool, Aston Martin Lagonda’s shares have been in a tailspin ever since the company listed on the London Stock Exchange just over seven years ago. The headlines have rarely been positive, and 2025 has offered little respite. The company’s financials are, to put it bluntly, in rough shape. Aston Martin has been burning through cash at a worrying rate, forcing analysts to continually question its long-term stability. The year saw weaker-than-expected sales, which led to a series of profit warnings—never a good sign for any publicly traded company.
Some of these woes, it must be said, are not entirely of Aston Martin’s own making. External pressures, including President Trump’s ongoing tariff measures and a slowdown in key markets like China, have made an already difficult situation even more challenging. In an effort to stem the bleeding, management made the tough call to cut jobs and, perhaps more tellingly, postponed the company’s much-anticipated entry into the electric vehicle market—a move that many had hoped would be a catalyst for renewed growth.
The financial pain for investors has been particularly acute. If you’d had the misfortune to invest £10,000 in Aston Martin shares at the start of 2025, you’d be staring at a portfolio worth just £4,800 by December 26, according to The Motley Fool. That’s a staggering loss, especially when compared to the FTSE 100 and FTSE 250 indexes, which both posted healthy gains over the same period (not to mention dividend payments, something Aston Martin has never offered its shareholders).
The scale of the company’s debt only adds to the sense of unease. As of late 2025, Aston Martin’s net debt stands at roughly twice the value of the entire company. That’s a mountain to climb, and it’s not coming down without a dramatic turnaround in trading performance. It’s little wonder that, despite the undeniable beauty of its cars, many analysts and investors are steering clear. As one commentator put it, “A donkey that looks like a stallion is still a donkey.”
Yet, amid the gloom, there are glimmers of hope—or at least, reasons to keep watching. The company’s share price, battered as it is, may yet be revived by the launch of new models. Interestingly, there isn’t much interest from short sellers at the moment, suggesting that most traders believe the worst may already be priced in. The next major test will come in late February 2026, when Aston Martin is set to release its full-year results for 2025. If the numbers are worse than expected, shares could tumble further; if they’re even slightly better, there’s a chance for a short-term rally.
While the automotive side of the business wrestles with these challenges, the Aston Martin Aramco Formula One Team has been busy building its brand in other ways. In mid-December 2025, the team joined forces with PUMA to launch the Select Collection, a new line of performance-inspired apparel. The launch event took place at PUMA’s sprawling new flagship on Oxford Street—now the company’s largest store in Europe, covering 24,000 square feet across several levels and located just a stone’s throw from Selfridges.
The Select Collection is the latest in a series of collaborations between PUMA and the Aston Martin Aramco Formula One Team. It brings together PUMA’s expertise in performance apparel with design elements inspired by the world of Formula One. Key pieces include the Gear Jacket and matching pants, a full-zip hoodie, and PUMA Speedcat trainers, all designed with an eye toward both functionality and durability—a nod to the performance-led workwear worn by the team.
The Oxford Street flagship is more than just a retail space. It’s a showcase for PUMA’s performance and lifestyle ranges, with interactive features like a digital NITRO™ running video wall that reacts to touch, customisation areas for personalised products, and an archive area displaying iconic items from the brand’s 77-year history. According to PUMA CEO Arthur Hoeld, “The opening of our Oxford Street flagship is an exciting moment for PUMA. It’s our first flagship store in Europe, which gives us the chance to connect with more people than ever before, right in the heart of one of the world’s most iconic shopping destinations.”
Lucynda Davies, Managing Director of UK and Ireland at PUMA, added, “London is one of the most competitive retail markets in the world, and Oxford Street is its main stage. This flagship shows our confidence in the UK and reflects our commitment to delivering fresh, creative experiences that feel authentic to PUMA.”
The Select Collection is now available at selected PUMA stores, including the Oxford Street flagship, and online. The store itself will host a series of events and activations into 2026, with the PUMA x Aston Martin Aramco Formula One Team Select Collection playing a central role in these in-store experiences. For fans of the brand and the sport, it’s a chance to get up close and personal with the latest in performance fashion—something that’s sure to appeal even if the company’s shares are struggling.
It’s a striking juxtaposition: a carmaker whose stock has lost nearly 99% of its value since listing, yet whose brand continues to resonate in the worlds of sport, fashion, and lifestyle. Whether the launch of new models or the continued buzz around its Formula One team can help turn the financial tide remains to be seen. For now, Aston Martin’s story is a reminder that even the most storied names in British industry can face rough roads ahead—even as they find new ways to stay in the public eye.
