China's Anta Sport becomes Puma's largest shareholder
Following numerous rumors and speculation about the sale of Puma, an official announcement followed regarding the purchase of a 29% stake in Puma by China's Anta Sports Products Limited for $1,8 billion. The deal, paid entirely in cash, is expected to be completed by the end of 2026.
Anta was founded in 1991 and officially listed on the Main Board of Hong Kong Exchanges and Clearing Limited in 2007. Anta Sports' brand portfolio includes Anta, Fila, Descente, Kolon Sport, Maia Active, and Jack Wolfleather. The company is also the largest shareholder in Amer Sports, the parent company of Arc'teryx, Salomon, Wilson, Peak Performance, and Atomic.
The acquisition of the German sportswear and footwear manufacturer occurred amid a crisis within the company. In October, Puma reported a 10,4% decline in sales for the third quarter of 2025, and new CEO Arthur Hoeld outlined his plans for a strategic overhaul.
Puma's organic sales in the third quarter fell 10,4% to €1,96 billion. Earnings before interest and taxes (EBIT) also fell sharply, with both adjusted and reported EBIT down more than 80%.
The German sportswear company explained this as a strategic "reset" as it faces "a number of specific challenges, including declining brand momentum, elevated retail inventory and poor distribution quality."
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After numerous rumors and speculation about the sale of Puma, an official announcement followed regarding the purchase of a 29% stake in Puma by China's Anta Sports Products Limited for $1,8 billion. It is expected that…
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Store Manager: Strategic Asset or Redundant Position?
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Spring/Summer 2026: Five Trends for Athletic Shoes
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Where can you find reliable shoe manufacturing in Russia today?
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MARCO TOZZI announced the launch of the new MT Sport collection.
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Main trend themes for footwear and bags collections for the fall-winter 2025/26 season
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New brand in the SOHO FASHION portfolio – BEVERLY HILLS POLO CLUB
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The Battle for the Sports Shoe Market
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How Pareto's Law Works in a Shoe Retail Store
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Clarks: 200 years of quality, style and innovation
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The cyclicality of fashion and its impact on the financial results of the fashion business
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PETER KAISER - the best brand of 2025!
"CAPRICE Schuhproduktion GmbH has received a certificate for awarding PETER KAISER the title of "Top Brand 2025".
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How to set prices that will earn
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Sales of shoes and accessories: effective techniques for business rhetoric
Which speech modules are effective in communicating with potential and current customers of shoe stores, and which are not, Anna Bocharova, a business consultant, knows.
We form the salary of sellers: expert advice
“How do you charge your consultants for personal or general sales?” Is one of the most popular questions causing a lot of controversy and gossip on the online forums of retail business owners. Indeed, how to properly form the earnings of sellers? But what about bonuses, where to get a sales plan from, do employees allow them to buy goods at discounted stores? In search of truth, the Shoes Report turned to a dozen shoe retailers, but no company wanted to disclose its motivation system - the process of its development was too complicated and individual. Then we asked four business consultants, and finally became convinced that the topic of seller motivation is very complex, because even our experts could not come to a common opinion.
The whole truth about Bayer. Who is he and how to become one?
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Technology Selling Issues
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Fur, and not only: types of lining
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The best models of Czech shoes of the past
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Retail Arithmetic
Before you begin to solve specific problems, you need to find out how accurately all the leaders of your company understand the basic terminology of retail.
How to fire a worker without tears, scandal and trial
Sooner or later, any manager is faced with the need to part with an employee. Properly and on time the dismissal procedure will save the company money, and the boss himself - nerves and time. But why sometimes, knowing that a break in relations is inevitable, we put off the decision for months?
