ANTA Sports has just confirmed the massive deal to acquire the stake. This transaction makes the Chinese sportswear giant the largest shareholder of Puma. Immediately after the news broke, market watchers started looking at what the future holds for both brands. Many believe this shift will transform the global sneaker industry.
The investment provides Puma with significant financial backing during a critical transition period. Analysts expect the brand to leverage these resources to advance its lifestyle and performance categories. Retail experts suggest that ANTA’s presence will lead to a more aggressive expansion strategy. This includes opening new physical locations and securing high-profile endorsements to reach younger consumers.
| 📌 Key Facts |
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| 💰 Investment value: $1.8 billion 📊 Stake acquired: 29.06% of Puma shares 🏭 Investor: ANTA Sports, China’s largest sportswear group 🌍 Strategic goal: Accelerate global footwear and lifestyle growth 🏬 Key focus areas: Retail expansion, brand revamp, marketing investment 📈 Reference model: Salomon’s growth under ANTA-owned Amer Sports 🗓️ Rebuild horizon: 2026 seen as a pivotal turnaround year |
How ANTA’s investment will transform Puma’s brand strategy
“Following this deal, consumers can expect high-profile marketing campaigns for Puma, with new endorsements, as the brand is set to accelerate its revamp around key lifestyle and performance products,” wrote Marguerite LeRolland, senior global insight manager for fashion at Euromonitor International, in a note on Tuesday. “We are also likely to see the opening of more stores in key markets.”
LeRolland also suggested that the brand might follow SALOMON’s path. Since ANTA Sports holds a controlling stake in Amer Sports, SALOMON’s parent company, the blueprint for success is already in place. SALOMON transitioned from a niche equipment manufacturer to a major player in the streetwear and lifestyle industry. This growth was fueled by the capital and distribution networks provided by the parent organization.
The growth seen at SALOMON provides a roadmap for what could happen next. “Building on its reputation in the ski market, SALOMON has recently expanded its offerings across mountain sports and lifestyle. It has also promoted its expertise and product development through new flagship stores in prime shopping locations, such as the Champs-Élysées in Paris,” LeRolland wrote.
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Financial impact and global expansion strategy after the deal
Since the 2019 acquisition and the 2024 IPO, Amer Sports has shown strong financial results. In November, the group reported a net income of $143.1 million for the third quarter. This was a significant increase from the $55.8 million recorded during the same period a year earlier. Total revenue grew by nearly 30 percent, reaching $1.76 billion.
During a recent earnings call, James Zheng, the chief executive officer of Amer Sports, highlighted the success of their footwear division. He noted that momentum is particularly strong in Asia, where demand remains high for both performance and style products. This proves that the management team knows how to scale footwear brands across different regions and demographics.
Puma is currently implementing a reset program to address inventory and distribution issues. The brand has been reevaluating its presence in Europe, the Middle East, Africa, China, and the United States. The influx of new capital provides the breathing room necessary to execute these changes without the pressure of immediate short-term fluctuations.
What analysts expect for Puma’s rebuild toward 2026
Adam Cochrane, a research analyst at Deutsche Bank, believes that ANTA will be a more active partner than the previous majority owners. The Pinault family, through Groupe Artémis, previously held the stake but took a more hands-off approach. The Chinese firm has a proven history of developing brands by being deeply involved in operational strategy.
“For Puma, this should give them more support for their strategy as 2026 is a rebuild year and this will allow management to fully focus on the operations over this timeframe,” Cochrane wrote. “For shareholders this does potentially create a better risk/reward on a longer-term view as either the strategy works with a profit uplift, and the downside is protected by a potential offer for the remaining shares at some stage.”
The upcoming year is seen as a foundational period. Expect a fresh focus on product innovation and retail presence. Backed by a company that understands the logistics and manufacturing side of the business so well, the German brand is poised to regain lost ground in the competitive sneaker market.