Puma targets Chinese market growth through Anta Sports alliance

Puma is pursuing a strategic alliance with Anta Sports, expected to be finalized by the second half of 2026. This partnership is intended to provide Puma with critical consumer sales data in China, which is seen as a vital component for driving sales growth in the region.

The agreement aims to unlock operational synergies, including enhanced direct-to-consumer (DTC) capabilities, supply chain optimization, and technological innovation transfers. Puma is currently transitioning many of its franchised stores into direct-to-consumer outlets to improve market performance.

While Puma's management remains confident that its ongoing business restructuring will yield tangible results, the company acknowledges that the market environment remains more favorable for competitors such as Nike and Adidas.