Repubblica: “Puma becomes Chinese. The new life of Pelé and…
News: Puma is not just a historic global sportswear brand. This is not a takeover bid or a formal takeover, but it is enough to bring the Beijing flag to the top of the shareholder base and symbolically shift the axis of a German brand towards the new geography of global consumption, as Repubblica reconstructs. Anta Sports, a conglomerate listed in Hong Kong, is putting 1.5 billion euros on the table for 29% of the shares and promises to “enhance the legacy” of Puma. Herzogenaurach, Bavaria: two brothers, Adi and Rudolf Dassler, a factory born in the back of a laundry, then the war, the fractures and the separation of 1948. Now it’s up to Anta to demonstrate that for Puma — and for brands with a long memory — the race is far from over, concludes Repubblica.
Article from: Repubblica: “Puma diventa cinese. La nuova vita del brand di Pelé e Maradona”
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