Anta Sports Products Ltd announced on Tuesday that it has entered into a definitive agreement to acquire a 29.06 percent stake in Puma SE, a global sportswear brand, from Groupe Artemis, the investment firm of the Pinault family.

Valued at 1.5 billion euros ($1.78 billion), the transaction marks a significant milestone in Anta's strategy to bolster its presence in the global sporting goods market.

Ding Shizhong, chairman of Anta Sports, commented on the deal: "This acquisition positions Anta Sports as the largest shareholder of Puma and is a key step in our 'single-focus, multi-brand, globalization' strategy. Puma's iconic status and rich heritage provide a solid foundation for growth and we are eager to unlock its full potential to drive further global expansion, particularly in markets like China."

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The deal, which is expected to close by the end of 2026, remains subject to regulatory approvals and customary closing conditions. Anta will finance the acquisition entirely through its internal cash reserves.

The acquisition will significantly strengthen Anta's global portfolio. Puma's expertise in professional sports — such as soccer, basketball, cricket, golf and track and field — complements Anta's existing brands. Puma's strong appeal in the streetwear and trend-driven sports sectors is also expected to enhance Anta's position in athletic lifestyle apparel.

Geographically, Puma's established sales channels in Europe and North America will provide Anta with an immediate foothold in key international markets, accelerating its expansion.

Anta Sports' established supply chain and logistics infrastructure in Asia will also help Puma optimize its operations in the region, driving cost savings and improving efficiency across both companies' networks.

The deal will also allow Anta to tap into Puma's established market share in China, where demand for sportswear and footwear continues to grow rapidly. The integration of Puma into Anta's ecosystem will further strengthen the brand's position in one of the world's largest and most competitive sportswear markets.

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While Anta will become Puma's largest shareholder, the company emphasized that it has no plans for a full takeover. "Our goal is to build a strong, trust-based partnership while maintaining Puma's independence," said Ding. As part of the acquisition, Anta will seek representation on Puma's supervisory board but remains committed to respecting the brand's governance and cultural values.

Anta's multi-brand portfolio, which includes FILA, Descente, Kolon and others, already spans a broad range of sports categories. The addition of Puma completes its coverage across professional sports, fashion-driven sports and outdoor activities, enabling Anta Group to serve diverse consumer segments and geographic regions.

Contact the writers at wangzhuoqiong@chinadaily.com.cn