Anta Sports completes Puma acquisition and becomes largest shareholder

Puma has a new largest shareholder. The Herzogenaurach-based sportswear company announced on Wednesday that Anta Sports Products Limited has successfully completed the acquisition of the 29.06 percent stake previously held by French investment holding company Artémis SAS.

The entry of the Chinese sporting goods group had been expected for months. Anta Sports had announced it would acquire the stake from Artémis for around 1.5 billion euros (1.68 billion dollars). The transaction is now complete. Specifically, around 43 million Puma shares have changed hands at a price of 35 euros each. Puma will continue to operate as an independently managed company following the acquisition.

Anta sees long-term potential

“Puma has built one of the world's most renowned sports brands with a great history; high credibility in sports; a global presence; leading innovations and strong partners. We welcome Anta Sports as our largest shareholder. For us, the long-term commitment of Anta Sports is a great vote of confidence in our strategy, our management team and our future,” said Puma CEO Arthur Hoeld.

On its self-declared path to becoming one of the three dominant sports brands worldwide, the company looks forward to a successful collaboration. It is also keen to explore where their respective strengths can create sustainable value for Puma and its shareholders.

Anta Sports also sees long-term potential in the Herzogenaurach-based brand. “Puma is an iconic brand with a rich heritage and significant long-term potential. We have full confidence in the management team and the strategic direction,” said Ding Shizhong, board chairman of Anta Sports. The company also looks forward to contributing the experience and expertise of the Anta Group to support future growth.

Acquisition takes place amidst restructuring

The acquisition by Anta Sports comes at a time when Puma is in the midst of a restructuring. In the second quarter of 2026, revenues fell by almost ten percent to just under 1.7 billion euros. The adjusted loss before interest and taxes (EBIT) rose to 41.9 million euros, up from a loss of 24.5 million euros in the previous year. The net loss decreased by a good 70 percent to 72.8 million euros due to significantly lower one-off costs.

Hoeld initiated the group's restructuring last year. The plans include a stronger focus on core sports; fewer products; the expansion of the direct-to-consumer business; the reduction of inventories and the closure of unprofitable stores. A total of 1,400 jobs are to be cut. The measures are intended to enable a return to sustainable growth from 2027.

For the third quarter, Hoeld initially expects a further decline in sales. At the same time, revenues and operating results are expected to improve compared to the second quarter. Puma confirmed its forecast for the full year.