Puma Share Price Surges Amid Potential Takeover by Asian Rivals

Shares in Puma soared after it emerged that two major Asian sportswear companies are considering potential bids for the struggling German group. Anta Sports Products and Li-Ning, both listed in Hong Kong, are reportedly evaluating a takeover of Puma, with discussions said to include the possibility of private equity involvement at a later stage. However, sources indicate that the parties have yet to agree on valuation.

Puma, once a formidable player in the global sportswear market, has faced ongoing challenges. Sales fell 10.4 per cent in the most recent quarter, dropping to €1.96 billion, impacted by a slowdown in demand and repercussions from US trade tariffs. The company recently unveiled a two-year turnaround plan, which involves reducing its corporate workforce by 900 positions as part of sweeping efficiency measures.

Anta, valued at approximately 30 billion US dollars, is known for its basketball, running, and lifestyle footwear, as well as collaborations with prominent athletes in the American National Basketball Association. Li-Ning holds a market value of €4.9 billion, though it has clarified that it has not entered into any substantive negotiations thus far. There is also reported interest from Asics, a leading Japanese sportswear company valued at 17.9 billion US dollars.

Artemis, Puma’s largest shareholder with a 29 per cent stake, has stated it is open to exploring options regarding its holdings, but remains firm in its view that the current valuation does not warrant a sale. The Pinault family, who control Artemis, acquired their stake from Kering in 2018.

Puma’s shares, which are traded on the Frankfurt stock exchange, have lost 54.4 per cent of their value since the start of the year. News of potential takeover interest led to a notable rally, with the stock closing up by 18.9 per cent at €20.22.

Earlier this year, Puma parted ways with chief executive Arne Freundt following sharp declines in sales and disagreements on the company’s strategic direction. Arthur Hoeld, who previously served as head of sales at Adidas, stepped in as chief executive in July. His strategy emphasises reduced discounting, enhanced marketing, a streamlined product range, and further redundancies at the corporate level, forming the basis of the company’s renewed efforts towards profitability.