Puma is under threat of change: Pinault Family considers selling its 29% stake
26 August 17:02
Shares of the German sports company Puma have risen by more than 16% following reports that the Pinault family is considering options for its 29% stake in the company. This was reported by "Komersant Ukrainian" with reference to Reuters.
This is the largest one-day jump in quotations over the past two decades, starting in 2001. The market reacted to the possibility of new investors as a positive signal for the future development of the brand.
However, the next day, Puma’s stock lost some of its growth: the price dropped by more than 2% after the initial rise. Analysts consider this reaction to be generally positive, noting that Puma’s current situation remains a “boring story,” but the prospect of a change of shareholders adds interest.
Puma at a crossroads: why the Pinault Family is talking about selling shares
According to Reuters, the Artemis holding company, owned by the Pinault family and also controlling the Kering group, is consulting with advisors on the future of the Puma stake. The options include a full or partial sale of the stake, the search for a strategic partner, or the attraction of financial investors.
Analysts explain that the Pinault family’s interest in reducing its stake is due to several factors. First, the market value of Puma in 2024 has been significantly reduced by almost half, and the company’s capitalization is currently estimated at about €2.6 billion (about $3 billion). Second, Artemis has accumulated debt: last year, the company issued €500 million worth of bonds, but due to low Puma share prices, they had to be repaid in cash. This put additional pressure on the group’s balance sheet.
Anta, Li Ning, or Middle East funds: who could become Puma’s new investor?
According to media reports, the Chinese brands Anta Sports and Li Ning, as well as sports companies from the United States and funds from the Middle East are considered among the potential buyers.
It should be noted that neither Puma nor Artemis have officially confirmed the information about the potential sale. Representatives of the companies refrain from commenting, which traditionally indicates that the process is at the stage of preliminary consultations.
Pino family may sell stake in Puma: company’s shares soar by 18%
The rise in Puma’s stock price reflects positive investor expectations: a sale to a strategic partner could open up new growth opportunities and strengthen the brand’s position in the global sportswear market. At the same time, some experts warn that the process may be delayed and the deal may not take place.
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What potential new investors need to know
For the Pinault family, the sale of its stake in Puma can be a tool to optimize finances and reduce debt. For the company itself, it is a chance to get a new shareholder with access to new markets, especially in Asia and the Middle East.
Artemis’ decision will be crucial for Puma’s future as the company is going through a difficult period after its capitalization fell, but remains one of the key players in the global sports market.
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History of the Puma brand
Puma is one of the world’s most famous sportswear and footwear manufacturers. Its history began in Germany in the 1920s, when brothers Rudolf and Adolf Dassler founded the Gebrüder Dassler Schuhfabrik shoe factory in Herzogenaurach. At first, they made sports shoes in a small workshop, and after the 1936 Olympics, when runner Jesse Owens won several gold medals in their shoes, the brand gained international recognition.
However, in 1948, a conflict arose between the brothers, and the business was divided. Adolf created Adidas, and Rudolf founded his own Puma brand, registering it under the name PUMA Schuhfabrik Rudolf Dassler. It was then that the first model of Puma Atom soccer boots appeared, which marked the beginning of the company’s close relationship with football.
In the 1950s and 1960s, Puma actively cooperated with the world’s leading athletes. A landmark moment was the collaboration with the legendary football player Pele, who played in Puma King boots at the 1970 World Cup. This took the brand to a new level and made it recognizable around the world.
In the following decades, the company expanded its product range: in addition to football shoes, it began to produce running and basketball sneakers, sportswear, and accessories. Puma is known for its collaborations with top athletes (such as Usain Bolt) and music and fashion stars, which allowed it to combine sports and lifestyle.
Today, Puma is one of the world’s three largest sportswear brands alongside Adidas and Nike. The brand positions itself as innovative and progressive, focusing on the combination of technology, design and culture.
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