Report: The Pino family is considering selling shares of Puma, with potential buyers including ANTA SPORTS and LI NING

After the market value of the German sports brand Puma evaporated by nearly half in the past year, one of its major shareholders, the Pinault family, is evaluating strategic options, including a potential sale, which may reshape the competitive landscape of the global sports goods market.

On the 25th, media reports citing informed sources stated that the billionaire family has hired advisors and begun preliminary contacts with potential buyers to gauge acquisition interest. The contact list includes not only Chinese sports giants such as ANTA SPORTS and LI NING but also American counterparts and sovereign wealth funds from the Middle East.

This move comes at a critical time as Puma faces performance pressures and management restructuring. The company issued a profit warning last month, and its stock price has fallen by about 50% over the past 12 months, with a current market value of approximately €2.6 billion. The Pinault family holds a 29% stake in Puma through its holding company Artémis and may seek a substantial premium in any transaction.

However, the aforementioned informed sources emphasized that discussions are still ongoing and do not guarantee that a deal will ultimately be reached.

Stock Price Halved and Profit Warning, Puma Faces Multiple Challenges

The direct reason for the Pinault family's consideration of adjusting its shareholding strategy is Puma's difficult situation in the capital market.

Due to weak demand for sports and fitness equipment and concerns over the impact of U.S. tariffs, Puma's stock price has plummeted by 50% over the past 12 months. As of now, the company's market value is approximately €2.6 billion (about $3 billion). The company issued a profit warning last month, further exacerbating investor concerns.

The Pinault family holds a 29% stake in Puma through Artémis, which is also the controlling shareholder of luxury giant Kering SA. According to informed sources, the family will seek a high premium in any potential transaction.

Among the potential contacts on the Pinault family's list, Chinese sports companies are particularly noteworthy.

It has been reported that family advisors have reached out to ANTA SPORTS and LI NING to assess their acquisition interest. ANTA owns several brands, including Fila and Descente, and participated in a consortium that acquired Finland's Amer Sports for approximately €4.6 billion in 2019. LI NING was founded in 1990 by the legendary gymnast of the same name and, in addition to its main brand, owns brands such as Hong Shuangxi, Aigle, and K-Swiss. Besides Chinese companies, the Pinault family has also contacted some American sports companies and sovereign wealth funds from the Middle East.

Management Changes and Brand Revitalization, Puma Seeks Business Revival

While considering strategic options at the shareholder level, Puma's management is also actively seeking business breakthroughs In recent years, the company has been trying to rebrand under the leadership of new CEO Arthur Hoeld, but its products have failed to consistently excite consumers. To turn the situation around, Puma recently appointed senior executive Andreas Hubert, who has 20 years of experience at Adidas, as Chief Operating Officer.

According to data, Puma was founded in 1948, achieved a net profit of €281.6 million last year, and had sales of €8.8 billion, with approximately 22,000 employees worldwide. Its sponsored sports assets include Premier League team Manchester City and the Portugal national team