Anta Sports Becomes Puma’s Largest Shareholder in $2.3 Billion Stake Deal Amid Struggles for German Brand

Anta Sports, the leading Chinese sportswear company, has announced it will acquire a 29.1% stake in Puma from the Pinault family’s Artemis holding company for €1.51 billion (approximately $2.3 billion), according to statements from Anta and reports from major financial outlets. The deal, which instantly makes Anta the largest shareholder in the iconic German sportswear brand, comes as Puma faces mounting challenges in revitalizing its global business.

The acquisition, disclosed on January 27, signals a strategic move by Anta to further assert itself in the global sports apparel market, following years of growth and international expansion. The transaction will see Anta purchase the 29.06% stake previously held by the Pinault family, the French luxury goods dynasty that also controls Kering and has played a pivotal role in Puma’s ownership structure for years.

• The stake is valued at €1.51 billion ($2.3 billion), according to The Straits Times, while The Times of India reports the deal as $1.79 billion, highlighting currency fluctuation and reporting differences at the time of publication.
• The exact stake size is 29.06%, though reports have rounded this figure to 29.1% in headlines.

Both sources note that the sale comes at a critical juncture for Puma, which has struggled in recent quarters to reignite consumer demand and restore investor confidence. Under CEO Arne Freundt, who took the helm last year, Puma has launched turnaround efforts centered on strengthening the brand’s appeal and improving operational performance. However, recent product launches—including the much-anticipated Speedcat sneaker—have failed to generate the sales momentum executives had hoped for.

Industry analysts point to several factors behind Puma’s challenges:

• Weaker global demand, especially in key markets, has pressured sales figures throughout 2025.
• Recent sneaker releases, including the Speedcat, did not deliver expected boosts in consumer interest or revenue.
• Freundt’s turnaround strategy is still in its early stages, and the company faces stiff competition from rivals like Adidas and Nike.

Puma’s share price has reflected these headwinds, with investors remaining cautious despite management’s optimism. The change in ownership structure is expected to bring new strategic opportunities, as Anta’s substantial presence in China and Asia-Pacific could open doors for Puma in the world’s fastest-growing sportswear markets.

While Anta has not specified its precise plans for its nearly one-third ownership, industry observers believe the Chinese group will seek to leverage synergies between the two brands, possibly through shared technology, supply chain integration, and broader access to Asian distribution channels. The deal also marks one of the largest Chinese investments in a major Western sportswear brand to date, signaling Anta’s ambitions to become a truly global powerhouse.

The Pinault family’s Artemis had long been Puma’s anchor shareholder, but the sale reflects a shifting landscape as European luxury and sports conglomerates reevaluate their portfolios. With Anta’s entry, Puma’s board and executive team are likely to face fresh expectations around innovation, market expansion, and financial performance.

As the transaction moves toward completion, the spotlight remains on how Anta will steer Puma during a period of transition and whether this strategic partnership can reverse the German group’s fortunes in a highly competitive industry.