Change of ownership for Puma SE, historic German sportswear giant. The Pinault family reached a agreement for the sale of approximately 29% of the capital the company to the Chinese holding company Anta Sports ProductsThe share is sold through Artemis, an investment vehicle of the French family, for a value of approximately 1,5 billion euros, equal to 1,8 billion dollars.
The transaction, officially announced on the Hong Kong Stock Exchange, involves the acquisition of just over 43 million Puma shares at a price of 35 euros each, all in cash. With this move Anta becomes the largest shareholder of the German group.
A lifeline for the German brand
The operation is read as a real one “lifeline” for Puma, which in recent years has had to deal with a progressive deterioration of sales and a complex strategic relaunch phase. Rumors of a possible deal have been circulating since early January and are now confirmed by an agreement that strengthens the German company's shareholder structure and reshapes its governance structure.
The agreed price incorporates a particularly significant award: the 35 euros per share represent a value higher than 61% compared to the closing price of Puma shares in the trading session preceding the announcement. In the pre-market, the Puma title flies, with shares rising to 21,52 euros, up 14,35%, while Anta achieved a gain of around 2% on the Hong Kong market.
Anta's promises: identity and relaunch
In the official note, Anta underlines that the participation in Puma should “further strengthen its presence and its brand recognition in the global sporting goods market, thus strengthening its overall international competitiveness." At the same time, the Chinese group declares that it will work to "preserve the strong identity and tradition of the Puma brand, with the aim of helping him fully realize his potential.”
The president of Anta, Ding Shizhong, called the operation "a fundamental step in the 'single-focus, multi-brand, globalization' strategy," explaining that Puma is "an iconic brand with an extraordinary legacy" and that the collaboration aims to "unlock the brand's full potential" without compromising its autonomy and identity. Anta also clarified that "there are currently no plans for a takeover bid for Puma."
The Pinault family leaves Puma
The counterparty to the deal is Artemis, the Pinault family's investment company, led by François-Henri Pinault, chairman of the luxury group Kering. With the sale of its stake, the French family reduces its direct exposure to Puma, leaving room for the entry of an industrial partner with a strong global vocation.
Anta's global strategy
Founded in 1991 and headquartered in the southeastern province of Fujian, Anta is today one of the largest sportswear groups in the worldThe group boasts over 35 years of experience in the sector and a leadership position in the Chinese market. In 2019, it led the consortium that acquired Amer Sports in a transaction worth approximately 5,2 billion dollars and, through this platform, controls global brands such as Wilson, Arc'teryx, Salomon, Atomic and Peak Performance.
At the same time, Anta manages in Chinese market international brands like Fila, Descente and other premium brands, applying an operating model defined as "Brand + Retail". The interest in Puma is not new: Anta had been aiming to enter the capital of the German company at least since 2019. Now, with this operation, the project becomes reality and marks a new phase in the global sportswear game.
