China’s Anta Sports to Acquire 29.06% Stake in Puma for €1.5 Billion

China’s Anta Sports Products has agreed to acquire a 29.06% stake in German sportswear brand Puma from the Pinault family for €1.5 billion, positioning itself as the largest shareholder in the company, as per news reports.  

The move marks a major step in Anta’s global expansion strategy and underlines its ambition to build a dominant multi-brand sportswear platform. 

Key Development 

Under the transaction, Anta will purchase around 43 million Puma shares at €35 per share in cash, representing a premium of roughly 62% to Puma’s previous closing price.  

The deal values the stake at approximately €1.5 billion and is expected to be completed after regulatory approvals, shareholder clearance, and antitrust review. 

The acquisition comes at a time when Puma is working to regain market momentum after losing share to larger rivals Nike and Adidas, as well as facing rising competition from fast-growing brands such as New Balance and Hoka.  

Anta said the investment would help Puma strengthen its international competitiveness and enhance brand development, particularly in the fast-growing Chinese market. 

Company Statements 

Anta said, "Its (Puma) global business footprint and focused positioning in sports categories are highly complementary to the group's existing multi-brand and specialised business." 

The company also noted that it plans to seek board representation at Puma following the completion of the transaction, signalling a deeper strategic involvement. 

Future Outlook  

The transaction is expected to support Puma’s turnaround efforts under its new CEO Arthur Hoeld, who has outlined measures including sharper marketing, tighter cost control, product rationalisation, and workforce reductions.  

For Anta, the acquisition strengthens its global footprint, adding Puma to a portfolio that already includes brands such as Amer Sports, Salomon, Arc’teryx, and Wilson. 

The partnership is also likely to enhance Puma’s access to China’s large and expanding sportswear market, leveraging Anta’s established distribution network and operational expertise. 

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Conclusion 

Anta’s investment in Puma highlights accelerating consolidation in the global sportswear industry, as Chinese groups increasingly deploy capital to acquire established Western brands and build international consumer platforms. 

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