Japanese sportswear brand Asics has explicitly denied any interest in acquiring Puma, dismissing recent media speculation as entirely unfounded in a statement issued on November 28.
The denial comes as Puma SE reportedly draws acquisition interest from China’s major sports goods firm Anta Sports. Puma is facing financial difficulties in key markets including North America, Europe and China.
Due to poor sales performance, Puma is expected to record an operating loss for its fiscal year ending December 2025. In response, the company has already cut 500 jobs and plans to cut an additional 900 by the end of next year as part of a broader cost-reduction strategy.
Anta Sports has a strong track record of acquisitions, having taken over the Chinese operations of FILA and owning Finnish group Amer Sports, which includes brands such as Salomon and Arc’teryx, as well as sportswear label Maia Active. According to reports, negotiations between Anta and Puma are still in the early stages, and Anta might partner with a private equity firm to propose a bid.
Bloomberg had reported that aside from Anta, other significant players like Li Ning, China’s second-largest sportswear company after Anta, and Asics had shown interest in a potential purchase. However, Asics firmly refuted these claims and expressed regret over the inaccurate reporting.
Puma’s potential acquisition has also attracted attention due to the long-standing familial rivalry involving the Dassler brothers. Adolf Dassler founded Adidas, while his brother Rudolf Dassler founded Puma. Reports had suggested that Adidas considered acquiring Puma but were deterred by opposition from its shareholders.
Currently, Puma’s largest shareholder is Artemis, an asset management company linked to the Pinault family, founders of luxury conglomerate Kering. Artemis owns around 30% of Puma shares and is reportedly contemplating selling its stake, which has intensified speculation about potential ownership changes in the sportswear sector.
