Hua Er Jie Jian Wen·2025-11-27 13:40Core Viewpoint - Puma, a struggling German sports brand, is attracting potential buyers such as Anta Sports, which has led to a significant increase in its stock price by 14% following the news of acquisition interest [1][4]. Group 1: Acquisition Interest - Anta Sports, Li Ning, and Asics are reportedly considering acquiring Puma, reflecting the ambition of Asian sports brands to expand internationally [5]. - Analysts suggest that for Anta, acquiring Puma could serve as a gateway to Western markets, although the additional value to its portfolio remains unclear [5]. - Li Ning has stated that it has not engaged in any substantial negotiations regarding the reported acquisition [5]. Group 2: Puma's Current Challenges - Puma is undergoing a "reset period" due to a sharp decline in sales post-pandemic, reduced brand appeal, and high inventory levels, amidst a competitive sportswear market and tariff impacts [4][6]. - The company's stock recently hit a 10-year low, with a year-to-date decline exceeding 50% [1][6]. - Puma's quarterly sales reported a double-digit decline, with challenges including weak brand momentum, U.S. tariffs, and high inventory levels [6]. Group 3: Financial Outlook - Puma has revised its 2025 sales guidance, now expecting a low double-digit percentage decline instead of previous growth expectations [6]. - The company anticipates an operating loss in 2025 due to tariff impacts, a significant reversal from earlier profit projections of €445 million to €525 million [6]. - New CEO Arthur Hoeld has initiated a turnaround plan that includes layoffs, product range reduction, and improved marketing operations [6].