Recent events
Recent events tied to this brand in public sources.
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2026
Puma revises guidance
WWD reports that Puma revised its guidance amid continuing sales declines in Q3; the headline does not specify the revised guidance.
2026
Anta completes acquisition of 29.06% stake in PUMA SE, becoming its largest shareholder
Anta Group announced it has completed the share transfer for PUMA SE, paying 1.5055 billion euros in cash for a 29.06% stake and formally becoming the largest shareholder of PUMA SE, the company behind the global sports brand Puma. The transaction is a strategic minority investment and Anta did not obtain corporate control.
2026
Anta completes acquisition of 29.06% stake in PUMA, becoming largest shareholder
Anta Sports announced on the evening of October 7 that it had completed the acquisition of a 29.06% stake in PUMA SE for EUR 1.5055 billion in cash, buying the shares held by the Pinault family investment company Artémis SAS. The transaction passed all required regulatory approvals and closing conditions, making Anta the largest shareholder of PUMA. The same day, PUMA officially confirmed Anta Sports as its new largest shareholder. Both sides stated that PUMA will remain independently operated, that Anta has no plan to launch a takeover bid, and that Anta only plans to seek appropriate seats on PUMA's supervisory board as a shareholder and strategic partner.
2026
Anta completes acquisition of 29.06% stake in Puma for €1.5055 billion
On October 7, Anta Group announced it had completed the acquisition of a 29.06% stake in Puma for a cash consideration of €1.5055 billion, officially becoming Puma's largest shareholder. The transaction had obtained the relevant regulatory approvals and satisfied customary closing conditions. Anta said it will respect Puma's independent governance structure and brand autonomy, will seek an appropriate seat on Puma's supervisory board, and currently has no plans to launch a takeover offer.
2026
Anta completes acquisition of 29.06% stake in PUMA SE to become largest shareholder
Anta Group announced on the evening of October 7, 2026 that it had completed the acquisition of a 29.06% stake in PUMA SE from Artémis SAS, the Pinault family's investment company, for a cash consideration of 1.5055 billion euros, becoming Puma's largest shareholder. According to the announcement, the stake acquisition had obtained approvals from all relevant regulators and all customary closing conditions for the transaction had been met.
2026
Anta completes acquisition of 29.06% stake in PUMA, becoming largest shareholder
On October 7, 2026, Anta Sports announced it had completed the closing of its cash acquisition of a 29.06% stake in German sportswear company PUMA SE for EUR 1.5055 billion, buying the shares from Artémis SAS, the Pinault family's investment vehicle, making Anta PUMA's largest shareholder. All regulatory approvals had been obtained and all closing conditions were met. Anta said it will seek seats on PUMA's supervisory board and has no current plan to launch a full takeover offer, and that it will respect PUMA's independent governance structure and brand autonomy.
2026
Puma unveils refreshed flagship store at VivoCity Singapore
Puma unveiled its renovated flagship store at VivoCity in Singapore, relocating from level two to a larger space on level one. The sportswear brand said the new concept is an all-in-one destination featuring footwear, apparel, and accessories across running, training, team sports, and motorsports categories.
2026
Anta announces agreement to acquire 29.06% stake in Puma for 1.5055 billion euros
On January 27, 2026, Anta announced it had reached a share purchase agreement with the Pinault family's Groupe Artémis to acquire a 29.06% stake in Puma for a cash consideration of 1.5055 billion euros, funded entirely from Anta's internal cash reserves. The price of 35 euros per share represented a premium of about 62% over Puma's pre-announcement closing price of 21.63 euros, and the stake makes Anta Puma's largest shareholder with board seats and influence over major decisions.
2022
Report places PUMA on 2021 apparel complaint blacklist
A report on the 2021 apparel-company rankings placed PUMA on the blacklist, citing poor complaint response and resolution performance. The article also recounts a consumer's allegation that replacement goods for a quality issue remained problematic and that PUMA forced a refund after three exchanges.
2022
Adidas strikes sponsorship deal with Italy's national soccer team
Adidas struck a sponsorship deal with the Italian national soccer team to kit out its teams from next year, replacing Puma. The agreement with the Italian Football Federation covers men's, women's, and esports teams.
2022
Puma temporarily suspends operations at its Russian stores
Puma said it had decided to temporarily suspend operations at all its stores in Russia.
2022
Ransomware attack exposes Puma employee information stored with Kronos
Reports and breach notifications said a ransomware attack on Kronos’s systems resulted in personal information belonging to 6,632 Puma employees being stolen. Puma said no customer data was affected. UKG/Kronos said it brought in cybersecurity experts, notified authorities, and communicated with impacted users.
2021
Puma raises its 2021 sales outlook
Puma raised its full-year 2021 currency-adjusted sales growth outlook to at least 25%, from a previous outlook of at least 20%. It also updated its operating-profit outlook to €450–500 million from €400–500 million.
2021
Ford adds lower-feature Puma Design trims in the UK
Ford added Titanium Design and ST-Line Design trim levels to the Puma range sold in the UK. The trims use fewer semiconductor chips and omit several standard safety and technology features.
2021
Kering sells a 5.9% stake in Puma
Kering sold a 5.9% stake in Puma through a placement to investors for approximately €805 million and said it would retain approximately 4% of Puma's outstanding shares.
2021
PUMA and Nickelodeon announce Rugrats collection launch
PUMA and Nickelodeon announced that their Rugrats-inspired apparel and footwear collection was officially launching on June 4; the article presents the launch as upcoming.
2021
PUMA and Nickelodeon team up on Rugrats collection
PUMA and Nickelodeon teamed up on an apparel and footwear collection inspired by the cartoon series Rugrats.
2021
Jolin Tsai concert sponsorship changed
Jolin Tsai’s 2021 world tour no longer had PUMA as a sponsor, according to posts from her official fan accounts.
2021
PUMA and Dreamville launch DREAMER contest
PUMA and Dreamville launched the DREAMER contest featuring LaMelo Ball. The contest offered a grand prize including a meeting with Ball, PUMA DREAMER shoes, and $20,000.
2021
USOPC sues Puma over Olympic trademarks
The US Olympic Committee (USOPC) sued Puma for trademark infringement, alleging the sportswear company had ‘declared war’ on Olympic trademarks.