China’s leading sportswear company Anta Sports Products has made a major move in the global market by agreeing to buy a large stake in Puma, one of Germany’s most famous sports brands. The deal is worth 1.51 billion euros, or about $1.79 billion, and gives Anta 29.06% ownership in Puma.
The stake is being purchased from Artémis, the investment company of the Pinault family, which has been one of Puma’s key shareholders for many years. After this deal, Anta will become Puma’s largest shareholder, giving it strong influence over the company’s future direction.
This transaction confirms a report first published earlier this month and marks one of the biggest foreign investments in a European sportswear brand in recent years.
Puma Faces Pressure From Weak Demand
Puma has been going through a difficult period. Demand for sports shoes, clothing, and accessories has weakened in many global markets. Consumers have become more careful with spending, which has hurt sales across the sportswear industry.
In addition, some of Puma’s recent product launches have not performed as well as expected. Sneakers such as the Speedcat failed to create the strong sales momentum the company had hoped for. This has put pressure on Puma’s revenue and profit outlook.
Because of these challenges, Puma’s share price has struggled, and investor confidence has declined over the past few months.
New CEO Tries to Revive the Brand
Puma is also going through leadership changes. The company recently appointed Arthur Hoeld as its new Chief Executive Officer. He has been tasked with turning the brand around and restoring growth.
Hoeld is expected to focus on improving Puma’s product lineup, strengthening its marketing, and making the brand more attractive to younger consumers. However, this process takes time, and Puma needs strong financial and strategic support during this transition.
Anta’s investment could provide that support.
Why Anta Wants a Stake in Puma
Anta Sports is one of the largest sportswear companies in China and has a strong presence across Asia. It already owns or controls several international brands, which has helped it grow beyond the Chinese market.
By investing in Puma, Anta is expanding its reach in Europe, North America, and other global markets. Puma has a long history, a global customer base, and a strong brand image, which makes it an attractive partner.
The deal also gives Anta access to Puma’s design expertise, retail network, and international supply chains. In return, Puma could benefit from Anta’s manufacturing strength and large Asian distribution network.
A Strategic Partnership, Not a Full Takeover
Even though Anta is becoming Puma’s largest shareholder, the deal does not mean a full takeover. Puma will remain a German company, and its management will continue to run daily operations.
However, with nearly 30% ownership, Anta will have a strong voice in important business decisions. This could influence Puma’s long-term strategy, investments, and future expansion plans.
Investors will be watching closely to see how this partnership develops.
What This Means for the Global Sportswear Industry
The sportswear industry is highly competitive, with big players like Nike, Adidas, and Under Armour fighting for market share. Puma has struggled to keep up in recent years, especially in key markets like the United States and Europe.
Anta’s entry as a major shareholder could give Puma new energy and financial strength. It may also lead to better products, improved marketing, and stronger global growth.
For Anta, the deal signals its ambition to become a truly global sportswear leader.
Conclusion
The $1.8 billion investment by Anta Sports in Puma is a major development in the global fashion and sportswear sector. At a time when Puma is facing weak demand and trying to rebuild its brand under a new CEO, the deal brings both financial backing and strategic opportunities.
If managed well, this partnership could help Puma regain momentum while allowing Anta to strengthen its position on the world stage.