Puma's stock price surged by 20%, and the Pino family is considering transferring their shares

The well-known German sports brand Puma has seen its market value plummet nearly 50% over the past year. Currently, one of its major shareholders, the Pinault family, is considering various strategic options, including selling their existing shares. According to Bloomberg, citing informed sources, the Pinault family has hired advisors and has proactively reached out to Chinese sports brands Anta and Li Ning to assess their acquisition intentions, while also exploring interest from American sports apparel groups and Middle Eastern sovereign funds. Driven by this news, Puma's stock price on the Frankfurt Stock Exchange surged by as much as 20% on Monday, reaching €22.43, and closing at €22.18, with a single-day increase of 18.4%. Through Artémis, the Pinault family currently holds approximately 29% of Puma's shares. It is worth noting that Artémis is also the holding company of luxury giant Kering SA. Informed sources indicate that the Pinault family expects to seek a significant premium if they sell their shares. However, the transaction is still in the early stages, and it remains unclear whether it will ultimately proceed. Over the past 12 months, Puma's stock price has dropped 50% due to a slowdown in global sports and fitness demand, coupled with market concerns over U.S. tariffs. This has resulted in its current market value being only €2.6 billion (approximately $3 billion). Puma's spokesperson declined to comment on the potential equity changes, and Artémis, Anta, and Li Ning also did not respond to media inquiries. Despite BLACKPINK member Rosé (Park Chaeyoung) being appointed as the global brand ambassador, Puma recently issued a profit warning, expecting to incur losses for the full year. Previously, the company estimated that its EBITDA for the full year 2024 would be between €445 million and €525 million. However, the latest forecast indicates that this year's sales performance, after adjusting for exchange rates, will decline by at least 10%, significantly lower than the previously expected growth. In the second quarter of 2024, Puma's sales, excluding exchange rate factors, fell 2% to €1.94 billion, below market expectations