Anta Sports Products Ltd has signed a definitive agreement to acquire a 29.06 percent stake in Puma SE from Groupe Artemis, marking one of the most significant cross-border moves in the global sportswear industry in recent years.
Valued at €1.5 billion ($1.78 billion), the transaction positions Anta as Puma’s largest shareholder and underscores its ambition to scale up as a global sporting goods powerhouse.
Commenting on the acquisition, Anta chairman Ding Shizhong said the deal is a key pillar of the group’s “single-focus, multi-brand, globalisation” strategy. He highlighted Puma’s strong brand equity and heritage, adding that Anta aims to unlock fresh growth opportunities particularly in China while accelerating Puma’s global expansion.
The deal is expected to close by the end of 2026, subject to regulatory approvals and customary closing conditions. Anta will fund the acquisition entirely through internal cash reserves no borrowing, no drama.
Strategically, the investment significantly deepens Anta’s global portfolio. Puma’s strong credentials in professional sports including football, basketball, cricket, golf, and athletics complement Anta’s existing brand lineup. Its strong resonance in streetwear and trend-led sports further strengthens Anta’s position in the fast-growing athletic lifestyle segment.
Geographically, Puma’s entrenched distribution network across Europe and North America offers Anta immediate access to mature international markets, sharply accelerating its overseas footprint. At the same time, Anta’s supply chain strength and logistics capabilities in Asia are expected to help Puma optimise regional operations, driving efficiency and cost advantages across both businesses.
The deal also enhances Anta’s exposure to China’s rapidly expanding sportswear and footwear market, where Puma already enjoys solid brand recognition and market share.
Despite becoming Puma’s largest shareholder, Anta stressed it has no intention of pursuing a full takeover. “Our objective is to build a long-term, trust-based partnership while preserving Puma’s independence,” Ding said. Anta plans to seek representation on Puma’s supervisory board while respecting the brand’s governance framework and cultural identity.
With brands such as FILA, Descente and Kolon already under its umbrella, the addition of Puma further completes Anta’s multi-brand matrix spanning professional sports, fashion-led athletics and outdoor categories cementing its ability to serve diverse consumer segments across global markets.
