In a market where every move in the sports sector generates expectations, investors’ reaction to new business rumours has once again put the spotlight on a brand that is seeking to redefine its competitive direction.
Puma shares rose as much as 16% on Thursday, closing the day up nearly 13%, after Bloomberg reported that China’s Anta Sports is among the companies potentially interested in acquiring the German firm. The report also mentioned Li Ning and Asics Corp as potential buyers. Puma declined to comment on the matter, as did Anta.
The upturn comes in a difficult year for the brand, whose shares have fallen by more than half due to growing competition in sportswear and the impact of tariffs that have weakened consumer confidence.
The new chief executive, Arthur Hoeld, took office on 1 July with the task of turning the situation around. His plan includes staff cuts, product line reductions and a shift in marketing strategies. At the end of October, the company reiterated that it seeks to position itself among the ‘top three global sports brands,’ even though its quarterly sales fell by double digits. The company acknowledged persistent challenges, including insufficient brand momentum, tariffs in the United States, and high inventory levels.
The renewed interest from potential buyers reflects how, even in difficult times, companies with a global legacy can become strategic assets for those seeking to expand their presence in a rapidly changing market.
Source: Yahoo!Finanzas
