puma-de-m-a-anta-sport- Photo Credit-Reuters
puma-de-m-a-anta-sport- Photo Credit-Reuters
(REUTERS) – Chinese sportswear giant Anta Sports Products Ltd. has agreed to acquire a 29.06% stake in German athletic brand Puma SE in a deal valued at about €1.5 billion ($1.8 billion), according to a Reuters report. The transaction, struck with the Pinault family’s investment arm, Artemis, positions Anta as the largest single shareholder in Puma but stops short of a full acquisition. (Reuters)
According to Reuters, under the terms of the agreement, Anta will pay €35 per share, a roughly 62% premium compared with Puma’s recent closing price, illustrating the Chinese company’s willingness to pay above market levels to secure strategic influence.
Strategic Rationale and Market Impact
According to publicly available company information, Anta’s move reflects a broader ambition to expand its global footprint beyond its traditional strengths in China and in brand management. The company already controls several international labels, including Fila (China rights), Jack Wolfskin, Kolon Sport, Maia Active, and a controlling interest in Amer Sports, which itself owns brands such as Salomon, Wilson, and Arc’teryx.
Anta executives said the investment will support Puma’s expansion in mainland China, where the German company currently generates a relatively small slice of revenue, estimated at roughly 7% of total revenue, according to reporting cited by Reuters and market analysts. By leveraging Anta’s distribution experience and market knowledge, the buyer believes Puma can grow more robustly in Asia’s largest consumer market.
The deal also aligns with Artemis’s strategy to streamline its portfolio. The Pinault family, who also controls luxury giant Kering has been reducing its holdings outside core luxury assets. Divesting the Puma stake helps Artemis lower debt and redeploy capital toward more strategic sectors. (Investing.com)
No Full Takeover — For Now
Despite taking a controlling minority position, Anta has made clear it does not plan to pursue a full takeover of Puma. According to Reuters, the company said it will seek representation on Puma’s board once the acquisition closes but will not launch a bid for the remaining shares. The transaction still depends on regulatory approvals, including antitrust clearance, and shareholder consent at Anta before it can be finalized.
Puma’s Turnaround
According to Investing.com, Puma has struggled in recent years to keep pace with competitors such as Nike and Adidas, as well as rising names like On Running. Declining demand and softer sales growth prompted a strategic overhaul by CEO Arthur Hoeld, who has prioritized cost control and brand repositioning. The investment from Anta arrives as Puma continues these efforts to revive its performance.
Reuters reported, that following the announcement, Puma’s shares reacted positively in the market, climbing sharply in early trading before settling at a still-notable gain.
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