2025年，安踏体育以约124亿元人民币（约合17亿美元）的巨额投资，成功收购德国知名运动品牌PUMA（彪马）部分股权，成为其最大单一股东。这一战略举措标志着中国体育用品巨头在全球化布局上的重大突破，也彰显了安踏从本土品牌向国际体育产业领导者转型的雄心。安踏自2009年收购FILA中国业务以来，持续通过“多品牌、全球化”战略拓展国际市场。此次入股PUMA不仅强化了其在高端运动市场的影响力，也为双方在供应链、产品研发及新兴市场渠道方面带来协同效应。尽管PUMA仍将保持独立运营，但安踏作为最大股东，有望在董事会层面发挥更大作用，推动品牌在亚洲特别是中国市场的增长。此举也反映出全球体育消费格局正在发生变化——中国资本正从产品制造者转变为全球品牌塑造者。对消费者而言，未来或将看到更多融合中西方设计与技术的创新产品。安踏的这一布局，不仅提升了自身在全球体育产业的话语权，也为中国企业出海提供了新的范本。
In 2025, Anta Sports made a landmark move by investing approximately RMB 12.4 billion (around USD 1.7 billion) to acquire a significant stake in PUMA, the renowned German sportswear brand, becoming its largest single shareholder. This strategic acquisition marks a major breakthrough in Anta’s global expansion and underscores its ambition to evolve from a domestic Chinese brand into a global leader in the sports industry.Since acquiring the China operations of FILA in 2009, Anta has consistently pursued a ‘multi-brand, global’ strategy. The investment in PUMA not only strengthens its presence in the premium sportswear segment but also creates synergies in supply chain efficiency, product innovation, and market access—particularly in emerging regions. While PUMA will remain independently operated, Anta’s position as the top shareholder is expected to grant it greater influence on the board, helping accelerate PUMA’s growth in Asia, especially in China.This deal reflects a shifting landscape in global sports consumption, where Chinese capital is transitioning from manufacturing to shaping international brands. For consumers, this could mean more innovative products blending Eastern and Western design and technology. Anta’s bold move not only elevates its voice in the global sports arena but also sets a new benchmark for Chinese companies going global.
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