Frankfurt, Jan 27, 2026, 11:16 CET — Regular session
- Puma shares jumped 6% in early Frankfurt trading following Anta’s agreement to acquire a 29.06% stake.
- Anta plans to shell out €35 per share in cash, marking a 62% jump over Monday’s closing price of €21.63.
- All eyes shift to Puma’s FY2025 results set for Feb. 26, offering the first glimpse of its turnaround.
Shares of Puma SE (PUMG.DE) rose Tuesday after China’s Anta Sports Products (2020.HK) agreed to buy a 29.06% stake from the Pinault family’s investment vehicle at a hefty premium. By 10:15 a.m. CET, the stock was up 6%, having surged as much as 17% earlier in the session. 1
The deal arrives as Puma works to regain investor trust following a rough patch, adding a major strategic shareholder without sparking an instant takeover bid. Anta’s stake stays just below Germany’s 30% limit that would compel a full offer, dampening short-term M&A speculation. 2
European stocks are finding direction in company news rather than broad macroeconomic talk. The STOXX 600 nudged up as investors focused on corporate updates and deal activity. 3
Anta plans to pay €1.5 billion, or €35 per share, but ruled out a full takeover, signaling it will pursue board seats after the deal closes. “We believe Puma’s share price over the past few months does not fully reflect the long-term potential of the brand,” said Anta chairman Ding Shizhong in a statement. 4
Anta is zeroing in on China as its fastest growth driver. Wei Lin, Anta’s global VP for sustainability and investor relations, pointed out that Puma’s presence there is “underrepresented with only 7% of their global revenues” stemming from China. 5
Jefferies analyst James Grzinic said the deal “will not impact the turnaround plan” led by Puma CEO Arthur Hoeld, but added it “should provide a boost for shareholders,” highlighting the price Anta agreed to pay as a strong signal. 6
Puma has been scrambling to boost demand as competition intensifies, with recent sneaker releases like the Speedcat falling short of the buzz executives had hoped for. Since taking the helm last year, Hoeld has been driving a turnaround focused on stricter discounting, slimming down the product lineup, and trimming costs. 7
For the seller, cash is key. Artemis noted the sale will trim its debt, casting the exit as a step in a broader strategy to concentrate on controlled assets. 8
The deal still faces hurdles. It requires regulatory approval and a green light from shareholders. Morningstar analysts pointed out the oddity of a rival snapping up the largest stake while Puma wasn’t part of the negotiations. 9
Investors are zeroing in on Puma’s FY2025 results, due Feb. 26. That’s when management will have to address margins, discounting, and whether the initial turnaround efforts are gaining traction. 10
