TheFrasers Group, controlled by businessman Mike Ashley, has acquired a 5.77% stake in Puma for approximately $230 million, positioning the British retail giant as the second-largest shareholder in the company.
The largest shareholder remains Anta Sports, which earlier announced on January 27 that it had secured a 29.06% stake in Puma. Frasers Group already maintains strong commercial ties with Puma. The brand is one of the key suppliers to Sports Direct, a major distribution arm within the Frasers portfolio and a significant contributor to the group’s overall revenue.
The investment comes during a challenging period for Puma. The German sportswear company recently reported declining sales and a financial loss for the 2025 fiscal year, following what it described as “drastic measures” taken to address brand and operational issues impacts that continue to be felt in 2026. Commenting on the company’s outlook, Arthur Hoeld said that 2025 marked a “reset year” for the brand. He added that Puma’s long-term goal is to re-establish itself among the world’s top three sports brands, drive growth above industry averages, and restore sustainable profitability in the coming years.
