As Bloomberg writes, this will allow the family to focus resources on its core Kering empire, which has to deal with the challenges of restoring the growth of the key Gucci brand.
In total, Anta will acquire about 43 million Puma shares at a price of €35 apiece, 62% higher than the stock’s closing price the day before. The news triggered a sharp rise in Puma’s shares on the Frankfurt Stock Exchange – during trading they jumped 21%, although by mid-afternoon some of it was recouped. Anta shares in Hong Kong also rose by more than 3%.
For the Pino family, the sale is a way to reduce Artémis’ debt load, which has grown since it acquired a controlling stake in Hollywood agency CAA. For Anta, which already owns a portfolio of Western brands including Salomon and Wilson, it’s a strategic acquisition. The Chinese giant is betting on new Puma CEO Arthur Huld’s plan to return the brand to growth by 2027 and its ambitions to become one of the world’s top three sports brands.
Anta chairman Ding Shizhong said the investment will accelerate the company’s globalization and unlock the next phase of growth in global markets.
Analysts believe that Anta, having gained representation on Puma’s supervisory board, will become a more active partner than Artémis, which could be a positive signal for shareholders and potentially lead to a full takeover of the brand. The deal should be finalized by the end of 2026.
