Who Owns PUMA Company?

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Who owns PUMA?

Understanding PUMA's ownership is key to grasping its strategic path and market standing. A significant shift occurred when Kering, a French luxury group, divested its stake, granting PUMA more autonomy.

Founded in 1948 by Rudolf Dassler, PUMA SE has grown into a global sportswear leader. The company's journey reflects a commitment to athletic and lifestyle products, aiming to be a top-tier sports brand.

As of August 2025, PUMA stands as the third-largest sportswear manufacturer globally, boasting a market capitalization of around $3.26 billion USD. Its extensive reach is supported by direct retail, e-commerce, and wholesale channels, offering performance gear and sport-inspired fashion. Analyzing its ownership history, from its founder's initial influence to current investors and public shareholders, reveals the forces shaping this athletic powerhouse, including strategic analyses like the PUMA BCG Matrix.

The origins of PUMA trace back to the Dassler Brothers Shoe Factory, founded in 1924 by brothers Rudolf and Adolf Dassler in Germany. Their early success was marked by athletes wearing their shoes at the 1936 Berlin Olympics.

Founding Brothers

Rudolf and Adolf Dassler established their shoe factory in 1924. They aimed to create high-quality athletic footwear.

Early Success

Dassler shoes gained prominence when worn by German Olympians in 1936. Athletes achieved multiple medal wins using their footwear.

The Split

A significant rift developed between the Dassler brothers. This led to their separation and the establishment of separate companies.

PUMA's Genesis

Rudolf Dassler founded his own company in 1948, initially named 'Ruda'. He soon renamed it PUMA, officially registering the brand.

Sole Founder

Rudolf Dassler is recognized as the sole founder of PUMA. The initial equity split or early investors are not detailed in available records.

Company Renaming

The company was officially renamed PUMA Schuhfabrik Rudolf Dassler. This marked the formal establishment of the PUMA brand.

Rudolf Dassler established PUMA in 1948 after a falling out with his brother Adolf. The company began operations with 15 employees, and Rudolf Dassler was the sole founder. The specific shareholding structure at its inception is not publicly detailed, but Rudolf Dassler was the driving force behind the creation of PUMA. Understanding the history of PUMA ownership is crucial for grasping its current market position and Competitors Landscape of PUMA.

PUMA's Founding Details

PUMA SE, a prominent German multinational corporation, was founded by Rudolf Dassler. The company's roots are in the Dassler Brothers Shoe Factory, which he co-founded with his brother Adolf in 1924.

• Founded: 1948 by Rudolf Dassler
• Initial Employees: 15
• Origin: Herzogenaurach, Germany
• Predecessor: Dassler Brothers Shoe Factory (co-founded with Adolf Dassler)
• Early Recognition: Athletes wearing Dassler shoes at the 1936 Berlin Olympics

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The ownership of PUMA has seen significant transformations since its inception as a public company in 1986. Key events, including family divestitures and acquisitions by larger corporations, have shaped its current shareholder structure.

The journey of PUMA's ownership has been dynamic, moving from family control to public listing, and then through significant corporate transactions. In 1986, PUMA became a public company, with its shares available on the Börse München and Frankfurt Stock Exchange. A pivotal moment occurred in May 1989 when Rudolf Dassler's sons, Armin and Gerd Dassler, divested their substantial 72 percent stake to the Swiss business Cosa Liebermann SA. By 2003, the majority shareholder, Monarchy/Regency, transferred its holdings to a diverse group of institutional investors, broadening the PUMA ownership base. A major shift in PUMA's ownership structure was initiated in 2007 when the French luxury conglomerate Kering acquired the company. Subsequently, in 2018, Kering began a strategic divestment of its majority holding in PUMA. This involved distributing approximately 70% of PUMA's total share capital to Kering's own shareholders as an exceptional dividend. This action effectively reduced Kering's direct stake in PUMA to around 16%. Following this distribution, Artémis SA, the holding company of the Pinault family and the controlling shareholder of Kering, emerged as a direct and long-term shareholder, initially holding approximately 29% of PUMA's share capital. This move solidified Artémis SA's position as a key stakeholder in PUMA's future. For a deeper understanding of the company's historical trajectory, one can refer to the Brief History of PUMA.

PUMA's Current Ownership Landscape

As of the close of 2024, Artémis S.A.S. stands as the largest shareholder in PUMA SE, holding 28.7% of its share capital. This figure reflects a reduction following a share buy-back program. Kering S.A. reported a 0.0% shareholding in PUMA SE as of December 31, 2024. The free float of PUMA's shares was approximately 71% as of March 31, 2025, indicating a significant portion available for public trading.

• Artémis S.A.S. is the largest shareholder with 28.7% as of December 31, 2024.
• Kering S.A. holds 0.0% of PUMA SE's share capital as of December 31, 2024.
• Approximately 71% of PUMA's shares are in free float as of March 31, 2025.
• Other significant institutional investors include T. Rowe Price Mid-Cap Value Fund, Inc., EUROPACIFIC GROWTH FUND Class A, and Vanguard Total International Stock Index Fund Investor Shares as of July 22, 2025.
• PUMA SE is a publicly traded company.

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The governance of PUMA SE is structured with a Management Board and a Supervisory Board, ensuring oversight and strategic direction. As of July 1, 2025, Arthur Hoeld leads as CEO and Chairman of the Management Board, supported by a team including CFO Markus Neubrand, CPO Maria Valdes, CCO Matthias Bäumer, and COO Andreas Hubert, effective September 1, 2025.

The Supervisory Board plays a crucial role in overseeing the Management Board's activities. In 2024, Harsh Saini and Roland Krüger were appointed as independent members for a three-year term, increasing the board's size to seven members following Thore Ohlsson's departure. Héloïse Temple-Boyer chairs the Supervisory Board, with other members including Fiona May, Martin Köppel, Bernd Illig, and Jean-Marc Duplaix. Key committees are chaired by Jean-Marc Duplaix (Audit Committee), Roland Krüger (Nominating Committee), and Harsh Saini (Sustainability Committee).

PUMA's Ownership Influence

While specific details on voting rights structures are not publicly detailed, significant ownership stakes directly impact PUMA's strategic direction. Artémis, holding 28.7% of the company as of December 31, 2024, wields considerable influence.

• Artémis is a major shareholder in PUMA SE.
• Board representation often reflects substantial ownership interests.
• Héloïse Temple-Boyer's board positions link major holdings to governance.
• Understanding PUMA stock ownership is key to grasping its financial structure.
• The company's financial ownership structure is influenced by its major investors.

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In the past few years, PUMA SE has experienced shifts in its ownership landscape, notably through share buyback programs and the continued divestment by Kering. These actions have influenced the company's free float and overall investor base.

The divestment by Kering has played a role in increasing PUMA's free float to approximately 71% as of March 31, 2025. This trend is complemented by a growing institutional ownership, with 245 institutional owners holding over 20 million shares as of July 22, 2025. These developments coincide with leadership changes, including the appointment of Arthur Hoeld as CEO effective July 1, 2025, and strategic initiatives aimed at bolstering brand performance.

Share Buyback Initiative

PUMA SE initiated a share buyback program with a budget of up to €100 million. This program aimed to repurchase company shares between March 2024 and May 2025.

Increased Free Float

Following Kering's stake sales, PUMA's free float has expanded. This makes the company's stock more accessible to a broader investor base.

Institutional Investor Activity

As of July 2025, PUMA SE has a significant number of institutional owners. These entities collectively hold a substantial portion of the company's shares.

Leadership and Strategy

Recent management changes, including a new CEO appointment, are part of PUMA's strategy to enhance its market position. The company is focusing on brand campaigns and operational efficiency.

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