Core Viewpoint - Puma, the renowned sports brand, is reportedly up for sale as its market value has significantly declined over the past year, prompting the Pinault family to explore potential buyers [2][10]. Group 1: History and Rise of Puma - Puma originated from a German family, the Dassler brothers, who initially produced specialized athletic shoes, leading to the eventual creation of Puma and Adidas after a split [4][5]. - In the 1970s and 1980s, Puma gained popularity in hip-hop culture and maintained a strong presence in the sports industry through collaborations with top athletes [6]. - The brand saw a resurgence in the 2010s, particularly with the launch of the Creeper sneaker designed in collaboration with Rihanna, which became a global hit [8]. Group 2: Recent Challenges and Strategic Decisions - Despite achieving record revenues of €8.465 billion (approximately ¥72 billion) in 2022, Puma has faced challenges, including leadership changes and declining sales [8][15]. - The Pinault family, Puma's major shareholder, is now considering selling the brand, having previously attempted to divest in 2014 and 2018 without success [11][13][14]. - Recent financial reports indicate a 2.0% decline in sales to €1.942 billion, with a net loss of €247 million for the first quarter [15]. Group 3: Market Context and Opportunities - The current economic climate has led many consumer brands, including Puma, to consider selling, with 60% of consumer goods executives anticipating asset sales in the next three years [20]. - The decline in Puma's stock price, which has dropped over 80% from its peak in 2021, presents a potential buying opportunity for interested parties [17]. - The trend of companies selling non-core assets is expected to increase, providing a favorable environment for acquisitions in the consumer sector [19][20].