Shares of Puma SE surged 18.9% on Thursday after reports emerged that China’s Anta Sports is considering a bid for the struggling German sportswear company.

Key Highlights:

• Background:
  • Puma has faced declining sales post-COVID-19, fading brand resonance, and high inventories.
  • Year-to-date, shares were down over 50%, hitting their lowest in more than a decade earlier this month.
• Potential Takeover:
  • Anta Sports may acquire Puma as a gateway to the Western market.
  • Other potential suitors reportedly include Li Ning (China) and Asics (Japan).
  • Puma and Anta have not confirmed any negotiations.
• Company Turnaround Efforts:
  • CEO Arthur Hoeld, appointed July 1, 2025, is executing a “reset” plan:
    • Cutting jobs and narrowing product range
    • Improving marketing and operational efficiency
    • Enhancing cash management and distribution
  • Goal: Position Puma as a Top 3 global sports brand
• Financial Outlook:
  • 2025 sales guidance was cut, expecting a low double-digit percentage decline.
  • Operating profit loss expected due to U.S. tariffs, a major swing from prior estimates of €445–525 million.
• Shareholding & Valuation:
  • Artemis, the Pinault family holding company, owns 29% of Puma.
  • Artemis’ valuation expectations may complicate any takeover deal.

Market Impact:

• Puma shares jumped 13.7% intraday in Frankfurt before closing 18.9% higher.
• Analysts note Anta’s track record in turning around underperforming assets could be a boon for Puma.

Summary:
Rumors of a potential acquisition by Anta Sports have injected optimism into Puma’s struggling stock, signaling investor hope for a turnaround or strategic partnership that could revive the iconic German brand.