Puma is a globally recognized sportswear and lifestyle brand like Nike, Adidas, known for its high-performance shoes, innovative designs, and partnerships with athletes and celebrities. The company, which started as a small German shoemaker, has grown into one of the top sports brands in the world. As of 2025, many people are asking: Who owns Puma today, and who is leading the company forward?
After all, Puma is not just a brand—it’s a name that appears on everything from football fields to fashion runways. In recent years, as the brand continues to face global competition, understanding its ownership and leadership has become even more important.
Puma Ownership Details
| Ownership Component | Details |
|---|---|
| Major Shareholder | Groupe Artémis (Pinault family) (28–30%) |
| Former Majority Owner | Kering Group (now 4–5%) |
| Other Shareholders | T. Rowe Price, Norges Bank, DWS Investment |
| Listed On | Frankfurt Stock Exchange |
Who is the Current Owner of Puma?
Puma SE is a publicly traded company, meaning its shares are sold on the Frankfurt Stock Exchange. The largest shareholder is Groupe Artémis, a French investment company owned by the Pinault family. They currently control around 28% to 30% of Puma’s shares, making them the most influential stakeholder in the company.
Previously, Kering Group—another French luxury conglomerate—was the majority owner of Puma. However, between 2018 and 2020, Kering sold most of its shares and now holds only a small minority stake of about 4–5%. The rest of the company’s ownership is spread among institutional investors like T. Rowe Price, Norges Bank Investment Management, and DWS Investment.
In short , Puma is not privately owned by one person or group, but Groupe Artémis holds the largest single portion of the company. The rest is owned by a mix of global investors and public shareholders.
Here is a clear ownership table of Puma (as of 2025) showing who owns how much of the company:
| Shareholder Name | Estimated Shareholding (%) | Remarks |
|---|---|---|
| Groupe Artémis (Pinault family) | 28–30% | Largest shareholder; controls strategic direction |
| Kering Group | 4–5% | Former majority owner; now holds a minor stake |
| T. Rowe Price | ~3–4% | Large U.S.-based institutional investor |
| Norges Bank Investment Management | ~2–3% | Norwegian sovereign wealth fund |
| DWS Investment | ~1.5–2.5% | German asset management company |
| Other Institutional & Retail Investors | ~55–60% | Publicly traded shares held by various global investors |
Note: These percentages are approximate and may change slightly due to ongoing market activity and share trades on the Frankfurt Stock Exchange.
Puma Company Background
Puma was founded in 1948 by Rudolf Dassler, who had earlier worked with his brother Adi Dassler. After a disagreement, the brothers split, with Adi founding Adidas and Rudolf creating Puma. Over the decades, Puma evolved from a small local brand to a global name in sports and fashion. In 2007, it was bought by PPR, the company that would later become Kering. Kering helped expand Puma’s reach, but eventually sold off most of its stake. Since then, Groupe Artémis emerged as the primary owner and influencer of Puma’s strategy.
Who is the Current CEO of Puma?
As of July 1, 2025, Arthur Hoeld has been appointed as the CEO and Chairman of the Management Board of Puma. He succeeded Arne Freundt, who led the company from November 2022 to April 2025 but stepped down due to disagreements with the board over Puma’s strategic direction.
Arthur Hoeld comes from a long and successful background at Adidas, where he worked for over 26 years. He was known for leading the Adidas Originals division and heading global sales, helping to grow these areas into multi-billion euro businesses. His experience and leadership style are expected to bring a new direction to Puma, focusing on brand authenticity, product innovation, and commercial excellence.
During the transition period between April and July 2025, the company was temporarily managed by an internal executive team, including Maria Valdes (Chief Product Officer), Markus Neubrand (Chief Financial Officer), and Matthias Bäumer (Chief Commercial Officer).
Why the Leadership Change?
Puma has been facing stagnant sales, profitability challenges, and increasing pressure from U.S. tariffs on products made in China and Vietnam. The company’s board believed that the current business strategy needed a stronger push. They decided that a new leader with a fresh approach was required to get Puma back on track. This led to the appointment of Arthur Hoeld, who brings both industry experience and a bold new vision to take Puma forward.
FAQs
Q: Who owns Puma in 2025?
A: Puma is publicly traded. Its largest shareholder is Groupe Artémis, owned by the Pinault family, holding around 28–30%. Kering Group holds a smaller 4–5% stake.
Q: Who is the CEO of Puma now?
A: As of July 1, 2025, Arthur Hoeld is the new CEO and Chairman of the Management Board.
Q: Was Puma founded by the same person who started Adidas?
A: No, but the founders were brothers. Rudolf Dassler founded Puma in 1948 after splitting from his brother Adi Dassler, who created Adidas.
Q: Is Puma still owned by Kering?
A: Only partly. Kering now holds a minority stake, while Groupe Artémis is the primary shareholder.
Q: Is Puma a private company?
A: No, Puma is a public company, listed on the Frankfurt Stock Exchange.
By 2025, Puma SE remains a publicly owned company with its shares actively traded. The major shareholder is Groupe Artémis, the investment company of the Pinault family, while Kering now holds only a minor role. After a leadership change in mid-2025, Arthur Hoeld has taken over as CEO, signaling a new chapter in Puma’s journey. With a combination of strong ownership and experienced leadership, Puma aims to regain its position as a global leader in the sports and fashion industry.
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