# DTC
Latest news and articles about DTC
Total: 2 articles found
Anta’s Bet on Puma: Rescue Mission or Expensive Shortcut to Global Ambition?
Anta’s €1.5 billion purchase of a 29.06% stake in Puma comes as the German brand posts a €646 million loss and deep global sales declines. Anta’s play follows a proven turnaround approach but faces the twin tasks of restoring Puma’s technical credibility and protecting its fashion appeal while avoiding brand dilution. The deal offers Anta rapid access to global channels and sponsorship assets but carries integration risks and a hefty price tag that will test whether China’s largest sports group can translate influence into a lasting revival.
Anta's Beverly Hills Move: How China's Sporting Giant Plans a Premium Push into North America
Anta opened its first U.S. flagship in Beverly Hills as part of a broader global push following major acquisitions including Amer Sports and Jack Wolfskin, and a proposed stake in Puma. The flagship is a strategic attempt to reposition Anta as a premium, technically credible global brand ahead of the 2028 Los Angeles Olympics, but it faces steep competition from entrenched incumbents and cultural hurdles in North America.