There's often a time lag with these small stocks. The big guys who are making a killing on market index moves in the current crazy volatility don't pay attention to press releases about a new President in a tiny company. Some underling may spot it and tomorrow might actually be the move on this.

Or PUMA will keep the pressure on until they can't. Remember what happens if you open the lid of a pressure cooker without releasing the pressure first.....

https://www.youtube.com/watch?v=m3CkOunk8fY

(the impatient can start watching at 0:25)