Puma’s ownership is in the middle of a major shift. For years, the German sportswear maker was controlled by Artemis, the Pinault family’s holding company — the same family behind luxury giant Kering. As of January 2026, China’s Anta Sports has struck a deal to buy that stake outright, a transaction that would make Anta Puma’s largest shareholder.
I’ve covered the Kering/Pinault empire elsewhere on this site — Puma is a useful reminder that the family’s holdings extend well beyond Gucci and Balenciaga, and that those holdings are actively being reshuffled.
Quick Facts
| Company | Puma SE |
|---|---|
| Selling Shareholder | Artemis (Pinault family holding company) |
| Buying Shareholder | Anta Sports Products (China) |
| Stake Being Sold | 29.06% |
| Deal Value | €1.5 billion (~$1.78 billion) |
| Announced | January 2026 |
| Deal Status | Pending antitrust and regulatory approvals |
Ownership History
| Year | Development |
|---|---|
| 1948 | Puma founded by Rudolf Dassler in Herzogenaurach, Germany, after splitting from brother Adolf “Adi” Dassler’s company, later known as Adidas |
| 2007 | PPR (later renamed Kering), the Pinault family’s luxury conglomerate, acquires a controlling stake in Puma |
| 2018 | Kering repositions itself as a pure luxury player and spins Puma’s ownership out to Artemis, the Pinault family’s separate private holding company |
| 2020 | Kering fully distributes its remaining Puma shares to shareholders, completing the separation |
| January 2026 | Anta Sports agrees to buy Artemis’s 29.06% Puma stake for €1.5 billion, becoming Puma’s largest shareholder pending regulatory approval |
Key Ownership Highlights
- Puma has not been owned by Kering directly since 2018-2020 — a distinction worth noting since the two brands are still frequently confused given their shared Pinault-family history.
- Artemis, run by Kering chairman François-Henri Pinault, had described its Puma stake as “non-strategic” ahead of the sale, and the deal proceeds are expected to help Artemis reduce its debt load.
- Anta Sports, already China’s largest sportswear company and owner of brands like Arc’teryx, would gain significant influence over a major Western sportswear competitor through this deal.
- The transaction still requires shareholder approval at Anta and regulatory clearance in China and other jurisdictions before it closes.
Related Ownership Profiles
Puma’s partnership extends to cricket stars’ own brands — see who owns One8, Virat Kohli’s brand.
Puma’s Partnership With HYROX
Puma has been the official kit and apparel partner of HYROX since 2019, which turned out to be an early bet on the fastest-growing format in competitive fitness. HYROX drew more than 1.4 million participants in the 2025-26 season and changed hands again on September 8, 2026, when its co-founders reclaimed majority control from Infront Sports & Media. The sponsorship carries no equity, and the ownership story is here: who owns HYROX.
FAQ
Does Kering own Puma?
No. Kering fully separated from Puma between 2018 and 2020. Puma’s controlling shareholder has been Artemis, the Pinault family’s separate holding company — and that stake is now being sold to Anta Sports.
Who will own Puma after the Anta deal closes?
Anta Sports would become Puma’s largest shareholder with a 29.06% stake, pending regulatory approval as of 2026.