A Power Move in Global Sportswear

China based Anta Sports Products has made a decisive entry into the European sportswear landscape by agreeing to acquire a 29.06 percent stake in German brand Puma for 1.51 billion euros, or about 1.8 billion dollars. The transaction positions Anta as the largest shareholder in Puma and marks one of the most significant cross border investments in the global athletic wear sector in recent years. The deal involves the purchase of 43 million Puma shares at 35 euros per share in an all cash transaction from Artemis, the investment arm of the Pinault family.

The timing of the acquisition reflects shifting dynamics in the global sportswear market. Puma has faced pressure in recent quarters as consumer demand softened and key footwear launches failed to deliver expected momentum. Under new chief executive Arthur Hoeld, the company has outlined a reset strategy focused on revitalising brand relevance, strengthening performance driven products and enforcing tighter cost discipline. For Anta, the move offers:

• Strategic exposure to a global sportswear icon

• Access to European markets and design capabilities

• A long term play on brand revival and operational turnaround

Artemis had earlier indicated that its Puma holding was non strategic, creating an opportunity for Anta to step in at a pivotal moment. The acquisition, first reported earlier this month, is subject to antitrust clearance, regulatory approvals across multiple jurisdictions and shareholder consent at Anta. Once completed, the investment will deepen Anta presence beyond Asia and reinforce its ambition to evolve into a truly global sportswear powerhouse.

As Puma works to regain consumer excitement and investor confidence, the entry of Anta brings both capital strength and strategic patience. The deal underscores a broader trend of Asian players taking influential positions in established Western brands, reshaping the competitive map of the global sportswear industry.