At the end of January, Anta Sports Projects announced a purchase agreement of 29,06% of Puma's shares from the Pinault family for $1.5 billion euro ($1.8 billion), thereby becoming the company's largest shareholder. The sale of Puma was estimated at around $6.2 billion, roughly the company's 2027 sales forecast and relatively cheap compared to Adidas, Nike or On.

CEO Puma Arthur Hoeld said this was considered a "trusting vote" for Puma and the company's strategic orientation. "Anta sets the goal of supporting Puma to develop maximum brand and heritage potential to create long-term values for consumers and related parties globally," he said.

China's largest sporting goods store participated in Puma in the brandship context from Germany's business is increasingly falling under pressure from emerging brands and falling behind compared to Adidas counterparts.

Puma and Adidas were originally of the same origins, when the Kerry and Adolf Dassler brothers started the shoe business a century ago. Then the conflict between them split the company. Kerry founded Ruda in 1948, then renamed Puma, and Adolf founded Adidas. The headquarters of the two companies is still a short walk from one another in the town of Herzogenaurach, Bavaria, Germany.

Get out! [A Puma Speedcat manner is dead at a Puma store London, Britain, January 23, 2025. REUTERS/Hannah McKay] (httts ://iiiiiiiiiiiiiiiiii4242424242--------nnnnn-------nnnnnnnnnnnnnnnnnnnnnnnn0202022525==25==========ccc=====================roproproproprop&W&&&ropropropropKKKK=&=&&&WWKKKKKWWWKKKKKKKKKKKKKKKKKKK=WWWWWKKKKKKKKKWWWWWWWWWWWWWWWWWWWWWKWWWWWWWWWWWWWWWWWWWW

  • A Pama's shoe was displayed in London, England on January 23, 2025. Image: Reuters*

With the feature "dancing" logo, Puma has a long history of supplying athletics and football shoes to athletes, which were once produced at the plant in Herzogenaurach and is now mainly in Chinese, Vietnam and Indonesia.

For many years, the brand has been third-rounder in sports goods, after Nike and Adidas. They competed strongly in the race toss out the upper-day sneaker samples and won funding for athletes, the leading team.

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But Puma gradually drifted away from core products, which played the role of making the power of the sporting goods brand. Analyst David Swartz of Morningstar noted Puma becoming too dependent on life-form products (lifestyle) rather than high performance sports shoes, which really prompt growth.

And when the revenues narrowed down, the company had less resources to spend on the stars in order to raise the brand, according to Swartz. In particular, when new brands such as On Rhys and Hokathhi arose, Puma gradually missed steam as she deployed marketing strategies and spread bridges.

"Puma has become too commercialized, oversubscripted at inappropriate channels, with a lot of discounting programs", CEO Puma Arthur Hoeld admitted back in January 204025, three months after receiving hot seats.

Together under the pressure of competition from Nike and emerging rivals but Adidas recovered successfully while Prilla struggled. Puma stock peaked 115 euro in late 2021. Since then, however, the code has gone downhill, losing about 80% of its value. Puma's market chemistry is now down to $3.2 billion euro (3.8 billion), which is equal to one eighth of Adidas and back to 10th in the world's largest sporting goods companies.

In addition, the instability from commercial tensions in recent years has had a negative impact on the entire retail industry, with Puma being more heavily affected by slow reactions. The singles, Puma's Speedcat's model are obscured before the Samba sample and other "terrace" lines of Adidas.

"Terrace" were classic styled shoes (retro), inspired by the shoe of the 1970-1980s football fans. Felix Dennl, retail analyst at the German Metzler Bank, claimed that Adidas put pressure on Puma due to "steps a step ahead" in the sneaker area.

Adidas pioneered the trend for ancient shoes, before Puma about six months. "This not only helps Adidas take advantage of the original, but also converts 'hot' brandship from the Lifestyle line to high performance segments," he analyzed.

The quarter III/2025 - The closest quarter Puma announced the company's financial report, the company's revenues were 1.96 billion euros, which dropped by 15% more than the same period 2024, the hole was 62,3 million euros. By January 204025, CEO Hoeld announced plans for reconstructuring the company, with the aim of cutting 900 office block jobs, restricting prices, improving marketing and computing product entries. Puma planned to release quarter results IV/2025 on 26/2, through which help investors take a first look at the effect of the strategy that Mr. Hoeld proposed.

And with the Anta participation, the "puma jump" has a better chance of getting the momentum back to the sports-suit track. This Chinese business has experienced acquisition and reconstruction of many Western sports brands, they are currently Amer Sports' largest shareholders - possession of Salomon, Arc’teryx, Wilson and many other brands.

Amer had developed Salomon into the big sneaker brand and noted strong revenues even when Nike and Adidas were struggling. Anta also directly owned Fila, Jack Wolfskin, Konon Sport and Maia Active. Christian Reindl, manages the catalog at Union Investment - Puma's shareholder, claiming that Anta proved to other brands that they could support success. "But, in terms of operations, Puma before the eye remains a case of reconstruction," he remarked.

Anta intended to use his expertise to support Puma's increased sales at the potential Chinese market, where the brand is in trouble and currently takes only about 7% of the global revenue. According to Wein Lin, the Vice President of the Global Developments and the Anta's Investorship, Puma still has a large number of places to grow in the country. "We have a lot of knowledge about how to make Puma more successful in China", Mrs. Wei Lin said.

In support of effective Puma, Anta said that she would find a seat in the board after the deal was completed, but did not intend to complete it. The deal is to wait for anti-exclusive approval, approval of the Anta shareholder, as well as approval from the administration agency in China and other legal areas.