Anta

Anta’s deal with Puma strengthens its global multi-brand strategy.

Its multi-brand strategy helped offset weaker performance at the core label.

The German sneaker maker sank to a record loss in 2025.

The deal hands Anta control of Puma, while also tying it to the German sportswear brand’s ongoing turnaround.

Overseas acquisitions are lifting the sportswear group’s profile, but competition in China is tightening.

The incident adds reputational pressure at a time when the brand is already contending with slowing growth.

Despite strong first-half results, doubts remain over whether Anta can match its global rivals.

The Korean streetwear brand plans to open more than 100 stores in China by 2030 while avoiding pitfalls that have sunk other brands.