Frasers Group becomes Puma’s second-largest shareholder
The Frasers Group, which is controlled by businessman Mike Ashley, has acquired a 5.77% stake in Puma for around 230 million US dollars. This makes the company the second-largest shareholder in the German sportswear brand, behind the Chinese Anta Sports, which announced on the 27th of January that it had acquired a 29.06% stake in Puma.
Frasers already had a commercial relationship with Puma. The German brand is one of Sports Direct’s main suppliers, a sports distribution chain that accounts for a large proportion of the British group’s revenue.
The move comes at a challenging time for Puma. The company recently reported a decline in sales and a loss for the 2025 financial year, after implementing “drastic measures” to address brand-related issues, the effects of which are still being felt in 2026.
“2025 was a reset year for us. We want to establish PUMA as a Top-3 sports brand globally, return to above-industry growth and generate healthy profits in the medium term”, said Arthur Hoeld, Chief Executive Officer of Puma.
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