China’s leading sportswear company Anta Sports Products has taken a significant step onto the global stage by agreeing to buy a 29.1% stake in German sports brand Puma in a deal worth around $1.8 billion (€1.5 billion). The shares are being acquired from Artemis, the investment firm of the Pinault family, which has been a long-time major shareholder in Puma.
The deal will make Anta Puma’s largest shareholder, though the Chinese company has clarified that it does not plan a full takeover at this stage. Anta will pay €35 per share in cash, offering a substantial premium over Puma’s recent market price, a sign of strong belief in the brand’s long-term value.
For Anta, the investment is part of a broader strategy to expand its international presence. The company already manages several well-known global brands, including Fila in China, outdoor label Jack Wolfskin, and sports names such as Salomon and Wilson through its stake in Amer Sports. Adding Puma to this portfolio strengthens Anta’s position as a major global player in the sporting goods industry.
For Puma, the move comes at a crucial time. The German brand has been facing slower sales growth and stiff competition from rivals like Nike and Adidas. While Puma has been working on a turnaround under new leadership, recent performance pressures have weighed on its market confidence. The entry of Anta as a strategic shareholder could provide both stability and new growth opportunities, especially in Asian markets.
The transaction is still subject to regulatory and antitrust approvals and is expected to be completed by the end of 2026. If cleared, the partnership could reshape the competitive landscape of the global sportswear industry, blending European brand heritage with Chinese market strength.
Industry observers say Anta’s strong distribution network and deep understanding of the Chinese consumer could help Puma regain momentum in the world’s largest sportswear market. At the same time, Puma’s global brand strength offers Anta greater international visibility.
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