🐈⬛ Major players in the sports industry are once again reshuffling pieces on the global board. Chinese Anta Sports, one of the largest manufacturers of sports footwear, apparel, and equipment in Asia, is exploring the possibility of acquiring the German company Puma. This was reported by Bloomberg citing sources familiar with the discussions.
Investors reacted as if Puma had already taken a sprinter’s start. On November 27, the company’s shares on the XETRA platform in Frankfurt am Main rose by 17.4%, peaking at €19.965 per share. Later, the growth cooled slightly to 14.76%, with quotes adjusting to €19.5155. Even with the correction, this is the largest jump in recent months.
Florence Lo / Reuters
Bloomberg sources claim that Anta Sports is considering partnering with a private investment firm to buy Puma outright. And it’s not the only interested party. Two other major potential bidders are also mentioned: the Chinese brand Li-Ning, founded by legendary gymnast Li Ning, and the Japanese company Asics, known for its sports footwear and ultra-conservative commitment to running technology.
Negotiations are at an early stage. It is still unclear who will submit an official bid or who is ready to pay the market price, which has become a sensitive topic in recent years. The largest Puma shareholder — the French billionaire François Pinault family — may expect a higher valuation than buyers are willing to offer. According to sources, this could pose a serious obstacle.
François-Henri Pinault, managing partner of Artémis, said in the fall that the Puma stake is interesting but not strategic. In other words: “we hold, but we’re not committed,” options are being considered.
Amid all these corporate intrigues, Puma also faces operational challenges. The company has had tough times: over two years, from 2022 to 2024, net profit fell by 20%, totaling €281.6 million in 2024. Consumers are choosing Puma products less frequently, and the brand is trying to regain its previous momentum. New CEO Artur Hold is actively changing strategy, and in summer 2025, former Adidas executive Andreas Hubert joined the company as COO.
Despite financial difficulties, Puma remains a significant player in global sports. The company sponsors English club Manchester City, the national team of Portugal, and the men’s handball team of Denmark. Outfitting such giants is not something everyone can afford, and this continues to play in the brand’s favor.
🌍 Negotiations continue. If the deal goes through, it will be one of the biggest events in the sports industry in recent years. And if not… well, Puma at least reminded the market that it can run fast — at least in stock charts.
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