ANTA Sports Explores Potential Takeover of Puma as Interest in German Brand Grows

Chinese sportswear giant ANTA Sports (HK:2020) is reportedly evaluating a potential takeover bid for German athletic apparel company Puma SE (BS:PUMd), according to a Bloomberg report citing people familiar with the matter. The Hong Kong–listed company has begun working with a financial adviser to assess the feasibility of a deal, signaling rising interest from major Asian brands in expanding their global footprint.

Sources noted that ANTA could consider partnering with a private equity firm to strengthen a formal bid should it decide to move forward. The interest from ANTA reflects the broader industry trend of Chinese sportswear brands increasing their presence in international markets, especially as competition intensifies across the athletic and lifestyle segments.

Puma, once a dominant force in global sportswear, has faced growing challenges in recent years, with sales and market share trailing behind key competitors. Despite ongoing efforts to rejuvenate the brand under its new CEO, Arthur Hoeld, the German company continues to navigate a difficult retail environment. These struggles have made it an attractive target for potential buyers, prompting rumors of acquisition interest.

Bloomberg’s report also highlighted other possible bidders, including Chinese rival Li Ning and Japan’s Asics Corp, both of which may explore an acquisition as part of their strategic growth plans. However, any deal discussions remain at an early stage, and a major obstacle could be the valuation expectations of Puma’s largest shareholder—the billionaire Pinault family. Their desired price could pose a significant challenge for prospective buyers seeking a cost-effective acquisition.

As the global sportswear industry evolves, a takeover of Puma could reshape competitive dynamics, especially if secured by a major Asian brand. While talks remain preliminary, the renewed interest underscores Puma’s enduring appeal and the shifting landscape of global athletic apparel.