Anta Sports has formally entered a share purchase agreement with Groupe Artémis to acquire a 29.06 per cent stake in Puma SE for €1.5 billion ($1.8 billion), positioning the Chinese powerhouse as Puma’s largest shareholder. The transaction, executed at €35 per share—a substantial 62 per cent premium over Puma’s recent trading price - comes at a critical juncture for the German brand. Puma has faced a challenging ‘reset year’ in 2025, characterized by a 15.3 per cent sales decline in Q3 and a broader struggle to maintain market momentum against rising competitors like New Balance and Hoka. By leveraging its internal cash reserves, Anta is effectively betting on Puma’s brand equity as a catalyst for its ‘single-focus, multi-brand’ globalization framework.

Strategic synergy and the 2026 growth roadmap

The investment provides Anta with a strategic foothold in Europe and South America, while offering Puma an optimized distribution gateway into the complex Chinese market. ‘We believe Puma’s recent share price does not reflect its long-term industrial potential, stated Ding Shizhong, Chairman, Anta Sports. While Anta intends to seek representation on Puma’s Supervisory Board, the group has emphasized a hands-off approach to preserve the brand's Herzogenaurach-based identity. This move mirrors Anta's successful revitalization of FILA and its 2019 acquisition of Amer Sports, where direct-to-consumer (DTC) excellence and operational discipline were used to scale premium heritage labels into high-growth global platforms.

As China’s leading sportswear entity by market value, Anta manages a diverse portfolio including Fila, Descente, and Kolon Sport. The company specializes in technical footwear and high-performance apparel, maintaining a robust ‘Brand + Retail’ model. With 2025 revenue showing consistent resilience, Anta is currently scaling its presence across Southeast Asia and the Middle East to offset domestic market saturation.