The deal signals a major shift in the international sporting goods landscape, as ANTA seeks to apply its multi-brand management expertise to PUMA’s existing operations. Ding Shizhong, Board Chairman of ANTA Sports, emphasized that the investment focuses on long-term growth rather than a full takeover, explicitly stating the group has no plans to acquire the remaining shares. Instead, the focus will be on sharing retail and operational capabilities to assist PUMA’s ongoing strategic transformation.

PUMA CEO Arthur Hoeld welcomed the move, characterizing the partnership as a vote of confidence in his company's current trajectory. As part of the governance shift, ANTA Sports plans to secure representation on PUMA's Supervisory Board. Both parties have committed to preserving PUMA’s distinctive brand identity and corporate culture, aiming to leverage the synergy to bolster PUMA's ambition of becoming a top-three global sports brand.