Puma
Puma SE (listed; Anta Sports largest shareholder) · Germany
Puma is a German sportswear brand founded by Rudolf Dassler in Herzogenaurach in 1948 after he split from his brother Adi, founder of adidas. The listed Puma SE has been led by Arthur Hoeld since July 2025, and in January 2026 China's Anta Sports agreed to buy a 29 per cent stake from the Pinault family's Artémis, becoming its largest shareholder.
| Founded | 1948, Herzogenaurach |
|---|---|
| Founder | Rudolf Dassler |
| Owner | Puma SE (listed); Anta Sports largest shareholder after 2026 deal |
| Headquarters | Herzogenaurach, Germany |
| Chief executive | Arthur Hoeld (since July 2025) |
| Revenue | 8.6 billion euros (2023) |
| Website | puma.com |
What is Puma?
Puma designs and sells footwear, apparel and accessories for sport and lifestyle under the mission Forever Faster. The company, Puma SE, is based in Herzogenaurach and reported revenue of 8.6 billion euros in 2023. Arthur Hoeld, a former adidas executive, became chief executive on 1 July 2025.
History
Rudolf Dassler and his brother Adi ran a shoe factory in Herzogenaurach from 1924. After they split in 1948, Rudolf founded his own company, first registered as Ruda and soon renamed Puma. Puma shoes appeared in famous moments of sport, from Pelé's contract in 1970 to the Suede worn by Tommie Smith and John Carlos at the 1968 Olympics. The company went public in 1986. In 2007 PPR, now Kering, acquired a stake and later took majority control before reducing its holding.
Ownership
In January 2026 Anta Sports agreed to buy a 29.06 per cent stake from Artémis, the investment company of the Pinault family, for about 1.5 billion euros, according to FashionUnited. Anta, which also owns brands such as Fila and Descente, said it had no current plans for a full takeover. Frasers Group later took a stake of nearly 6 per cent.
Products and positioning
- Football boots and team sport kits
- Running and training products
- Motorsport and golf, including Cobra Puma Golf
- Lifestyle sneakers such as the Suede
Business model and distribution
Puma sells through wholesale partners, its own stores and e-commerce in more than 120 countries, supported by central hubs in Herzogenaurach, Somerville in the United States, Hong Kong and Ho Chi Minh City.
Why it matters
Puma is one of the best-known global sportswear brands alongside Nike and adidas. The entry of Anta Sports as anchor shareholder marks a notable shift in European sportswear ownership and underlines the growing influence of Chinese groups in the global sporting goods industry.
Frequently asked questions
Who owns Puma?
Puma SE is a listed company. In January 2026 Anta Sports agreed to buy a 29.06 per cent stake from the Pinault family's Artémis, making it the largest shareholder.
Who founded Puma?
Puma was founded by Rudolf Dassler in 1948 in Herzogenaurach, Germany. He had previously run a shoe company with his brother Adi, who went on to found adidas.
