Sport & Finance

Who is the Chinese Anta, which continues its conquest of global sports brands with Puma

Founded in 1991, the Chinese group that acquired 29.06% of the historic German sportswear brand started out as a subcontractor

27 January 2026

2' min read

Translated by AI

Versione italiana

Key points

A story of "Safe Steps"
The "Single-focus, Multi-brand" strategy
The Reorganisation of Industry

2' min read

Translated by AI

Versione italiana

The global sportswear scene is experiencing a mini geopolitical and financial earthquake: the Chinese giant Anta Sports has officially announcedthe purchase of 29.06% of Puma from the French holding Artémis, controlled by the Pinault family. With a €1.5 billion (€35 per share) deal, the Jinjiang group officially becomes the largest shareholder of the German brand, marking the high point of an entrepreneurial parabola that began just over thirty years ago in a small shoe workshop.

A story of "Safe Steps"

Founded in 1991 by Ding Shizhong, Anta (whose name in Chinese means 'to take safe steps') started out in Fujian province as a contract manufacturer. While in the 2000s the world was only wearing Nike and Adidas, who were waging war with each other to the tune of millionaire endorsements (such as Michael Jordan), Ding realised that the real leap was not to produce for others, but to build his own brand for China's burgeoning middle class.

The turning point came in 1999, when the group invested a large part of its budget in an unprecedented marketing gamble, hiring the table tennis champion Kong Linghui. Success was immediate: sales exploded and Anta became a household name throughout China.

The 'single-focus, multi-brand' strategy

The listing on the Hong Kong Stock Exchange in 2007 provided the liquidity needed to transform Anta from a local brand into a global predator. The group's strategy was clear from the start: acquire western brands in difficulty or with strong potential to manage their growth, especially in the Asian market. In 2009, Anta acquired the rights to the Fila brand, which was in crisis at the time, for China. Under Chinese management, Fila was reborn as a high-end 'sport-fashion' brand and is now one of the main drivers of the group's turnover.

In one of the largest deals in the industry (over €4.6 billion), six years ago Anta led a consortium to take over Finnish giantAmer Sports, bringing iconic brands such as Salomon, Arc'teryx and Wilson under its umbrella. Only a few months ago, the group had consolidated its position in technical clothing by acquiring Jack Wolfskin, the British technical outdoor and mountain clothing brand.

The Reorganisation of Industry

The entry into Puma is not a total takeover, but a tactical positioning. Puma has experienced a complicated 2025, with a share price drop on the stock exchange and internal restructuring plans. For Anta, taking over Puma represents an opportunity to gain a foothold in a global 'top 3' brand with a very strong presence in football and athletics, segments where the Chinese group was even less incisive than in outdoor.

With this move, the Nike-Adidas duopoly falters. Anta Sports is no longer just the 'Chinese answer' to Western brands, but a multinational holding company controlling consumers' purchasing desires from mountain running to fashion shows. If the 20th century was the century of the expansion of Western brands eastwards, 2026 confirms that the 21st century is the era in which the East is not just producing, but buying the symbols of global sport.