{"id":140673,"date":"2026-01-27T09:28:17","date_gmt":"2026-01-27T08:28:17","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=140673"},"modified":"2026-02-02T14:47:23","modified_gmt":"2026-02-02T13:47:23","slug":"la-societe-chinoise-anta-sports-devient-le-principal-actionnaire-de-puma","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/la-societe-chinoise-anta-sports-devient-le-principal-actionnaire-de-puma\/","title":{"rendered":"La soci\u00e9t\u00e9 chinoise Anta Sports devient le principal actionnaire de Puma"},"content":{"rendered":"\n<p>Le groupe chinois de v\u00eatements de sport <strong>Anta<\/strong>, \u00e9galement propri\u00e9taire de <strong>Jack Wolfskin<\/strong> et <strong>Fila<\/strong>, rach\u00e8te la participation de la famille fran\u00e7aise Pinault dans la marque sportive allemande <strong>Puma<\/strong> et devient ainsi le principal actionnaire.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Renforcer la strat\u00e9gie multimarques<\/h2>\n\n\n\n<p>L&rsquo;accord, <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/mode\/puma-va-t-il-passer-aux-mains-du-proprietaire-chinois-de-fila\/\">qui faisait l&rsquo;objet de sp\u00e9culations depuis des mois<\/a>, est d\u00e9sormais confirm\u00e9 : Anta Sports Products acquiert une participation de 29,06 % dans Puma aupr\u00e8s de la famille Pinault, pour environ 1,5 milliard d&rsquo;euros. Anta devient ainsi le principal actionnaire du fabricant allemand de v\u00eatements de sport. La soci\u00e9t\u00e9 chinoise n&rsquo;a pas l&rsquo;intention de racheter les parts des autres actionnaires de Puma, mais souhaite obtenir des si\u00e8ges au conseil d&rsquo;administration de Puma.<\/p>\n\n\n\n<p>Cette d\u00e9cision strat\u00e9gique intervient \u00e0 un moment o\u00f9 Puma tente de se repositionner sur le march\u00e9, apr\u00e8s avoir perdu du terrain face \u00e0 des concurrents tels que <strong>Nike<\/strong> et <strong>Adidas<\/strong>. La marque subit \u00e9galement la pression de marques \u00e0 croissance rapide telles que <strong>New Balance<\/strong> et <strong>Hoka<\/strong>.<\/p>\n\n\n\n<p>Cette acquisition devrait stimuler les ventes de Puma sur le march\u00e9 chinois tr\u00e8s rentable, tout en renfor\u00e7ant la strat\u00e9gie multimarques d&rsquo;Anta. \u00ab La pr\u00e9sence mondiale de Puma et son positionnement cibl\u00e9 dans les cat\u00e9gories sportives sont tr\u00e8s compl\u00e9mentaires de nos activit\u00e9s multimarques et sp\u00e9cialis\u00e9es existantes \u00bb, a d\u00e9clar\u00e9 Anta dans un communiqu\u00e9. L&rsquo;accord est encore soumis \u00e0 l&rsquo;approbation des autorit\u00e9s de la concurrence et des actionnaires d&rsquo;Anta.<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le groupe chinois de v\u00eatements de sport Anta, qui d\u00e9tient \u00e9galement Jack Wolfskin et Fila, rach\u00e8te la  participation de la famille fran\u00e7aise Pinault dans la marque sportive allemande Puma et devient ainsi le principal actionnaire. <\/p>\n","protected":false},"author":10,"featured_media":140674,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[14,22],"tags":[],"people":[],"extra":[43],"company":[1942,979],"topic":[282],"region":[],"class_list":{"0":"post-140673","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-mode","9":"extra-plus","10":"company-anta-sports-products","11":"company-puma","12":"topic-acquisition"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La soci\u00e9t\u00e9 chinoise Anta Sports devient le principal actionnaire de Puma - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Le groupe chinois de v\u00eatements de sport Anta, 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