Shares of Puma SE surged on Monday after reports emerged that the Pinault family is considering a sale of its 29 percent stake in the German sportswear company through its holding company Artémis. The development drove Puma’s stock up more than 17 percent in Frankfurt trading, marking its largest single-day gain in over two decades. The report, stated that the French billionaire family is exploring options for its stake in Puma and has begun engaging advisers for a potential transaction.
The 29 percent interest is valued at approximately 800 million euros, based on Puma’s recent market capitalization. Puma’s rally placed it among the top performers on the German MDAX index on Monday. The company’s shares closed at 46.36 euros, up from Friday’s close of 39.50 euros. This marked the steepest daily rise since Puma was spun off from Kering SA in 2018 and came amid increased trading volumes following the news. Artémis has been the largest shareholder in Puma since 2018, when it acquired the stake from Kering as part of a strategic repositioning of the luxury group’s portfolio.
The Pinault family also controls Kering, which owns fashion houses including Gucci, Balenciaga and Saint Laurent. In January 2024, Artémis issued a 500 million euro bond exchangeable into Puma shares in an effort to reduce its exposure to the sportswear brand. However, due to Puma’s declining share price over the past year, the bond was not converted and investors were repaid in cash. Artémis later stated publicly that it remained financially stable, despite reduced dividend flows from both Kering and Puma.
Artémis stake in Puma valued at 800 million euros
Puma has seen its market value decline significantly over the past year, falling nearly 50 percent amid slowing consumer demand in key markets and the impact of rising import tariffs in the United States. The company currently has a market capitalization of around 2.6 billion euros. In July, Puma issued a profit warning after reporting weaker-than-expected earnings for the second quarter of 2025. The company cited persistent macroeconomic challenges and ongoing softness in wholesale orders, particularly in the North American market.
Puma reported a decline in earnings for the second quarter of 2025 and lowered its full-year guidance in July, citing continued weakness in wholesale demand and macroeconomic pressures, particularly in North America. Arthur Hoeld officially became Chief Executive Officer and Chairman of the Management Board on July 1, 2025, following the departure of Arne Freundt in April. Hoeld previously led Puma’s EMEA business and held senior roles at Adidas. The company also appointed Andreas Hubert as Chief Operating Officer, effective July 2025, as part of its leadership reorganization.
Puma’s financials impacted by weak US demand
No official statements have been issued by Artémis or Puma regarding the reported stake sale. The timeline for any potential transaction remains unclear. Puma declined to comment on the report when contacted by several media outlets on Monday. The sportswear industry has been under pressure globally, with companies such as Nike, Adidas and Under Armour also experiencing declines in sales due to inflation-driven shifts in consumer behavior and heightened competition.
Puma, which competes in the mid-tier segment, has been particularly affected by price-sensitive markets and inventory challenges. The reported review of Artémis’ stake comes amid broader movements in global equity markets, where strategic divestitures and portfolio realignments have become increasingly common. Puma’s stock performance on Monday reflected investor enthusiasm for possible ownership changes at a time when the company faces operational headwinds and seeks to regain its competitive footing. – By EuroWire News Desk.