Puma shares surged up to 16% in premarket trading today after a report indicated that China’s Anta Sports is among several companies considering a purchase of the struggling athletic brand.
Hong Kong-listed Anta, which owns brands including Fila and Jack Wolfskin, reportedly has been working with an adviser to evaluate a bid for Puma. However, the company might team up with a private equity firm if it decides to proceed with a bid.
Other potential bidders may include rival Chinese apparel company Li Ning Co., while sources suggest Puma could also attract interest from sportswear firms such as Japan’s Asics Corp.
In a statement, Founder and Chairman Li Ning said, “As of now, the company has not engaged in any substantive negotiations or evaluations regarding the transaction mentioned in the news.”
Earlier this month, Puma shares hit their lowest point in more than a decade, with year-to-date losses exceeding 50%, driven by a highly competitive sportswear market and tariffs affecting customer sentiment.
Puma is currently undergoing what it calls a “reset,” amid declining sales growth.
In a post on Puma’s page, Arthur Hoeld, CEO of PUMA SE told investors, “At the end of July, we stated that 2025 would be a year of reset. Since then, we have taken important steps to clean up PUMA’s distribution, improve our cash management and reset our operational expenses. By expanding our cost efficiency programme, we are moving quickly to address challenges and make the business more efficient and resilient. With third-quarter results meeting our expectations, we remain committed to executing these measures with discipline.
“I strongly believe the PUMA brand has incredible potential with more than 77 years of history, one of the best product archives in the industry and huge credibility in many major sports. We have identified the areas in which we need to take decisive action and outlined our strategic priorities to become one global sports brand with globally resonating product ranges and inspiring storytelling across markets. With these strategic priorities, we have the clear ambition to establish PUMA as a Top 3 sports brand globally, returning to above industry growth and generating healthy profits in the medium term.”
Due to tariffs, Puma expects an operating profit loss for FY2025, reversing the previous forecast of a profit between 445 million euros ($516 million) and 525 million euros.
Read our exclusive interview with Puma President and CEO, Bob Philion.
By CEO NA Editorial Staff
