Frasers Group acquires PUMA shares

The German brand is already one of Sports Direct’s key suppliers.

British retail, sporting goods, real estate, intellectual property and investment organisation Frasers Group (known as Sports Direct International until December 2019) has acquired a stake of just under 5.8 per cent in the PUMA sportswear empire. This makes Frasers Group the second-largest PUMA shareholder behind China-based Anta Sports. Anta reportedly controls 29.06 per cent of the German company which is said to be the third largest sportswear supplier in the world.

A commercial relationship already exists between PUMA and Frasers Group’s Sports Direct retail company, as the German brand is one of Sports Direct’s key suppliers. PUMA was founded by Rudolf Dassler in 1948, the same year his brother Adolf (‘Adi’) set up the rival Adidas company. Sports Direct International was established in 1982. In recent years, Frasers Group has acquired a growing list of companies, including 78 stores from Austrian chain Hervis Sports, and the Dutch retailer Twin Sport.

Publishing Data

This article was originally published on page 3 of the April 2026 issue of SATRA Bulletin.

Other articles from this issue »

---