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From a 'perfect fit" to farewell, how a price-guarantee helped Pinault seal his Puma departure

Francois-Henri Pinault might not have gotten as much as he wanted last week when he sold the controlling stake of his family in Puma, to China's Anta, for $1.8 billion. According to two sources familiar with the matter, there was a "anti-embarrassment clause" in the agreement that sealed the deal.

Artemis, Pinault's family company, initially reacted with a cold reception to Anta's cash offer of 35 euros per share for the 29% stake. However, one source said that the Hong Kong listed company agreed to pay more if an even higher offer was made.

Hong Kong Stock Exchange filings reveal that Anta agreed with Artemis to pay an additional amount calculated according to a formula if anyone made a bid to purchase more Puma or take the iconic German company private within 15 months after the deal closed.

The sources declined to identify themselves because it was a private matter. However, they said that Artemis did not have to wait for a better price. They would still be able to share in any short-term gains if there is a later higher offer.

The clause helped Anta seal the deal with one of the largest sportswear companies in the world, ending the "perfect fit" that Pinault once claimed between Puma, his PPR firm, and later Kering.

Artemis and Anta have declined to comment on the?requests for comment.

After a COLD Initial Reception, Price Clause Narrows Gap

After Anta made an initial offer, the talks between the advisers of the two parties began last autumn.

Investors have been more critical of Artemis after it amassed high debts across its portfolio in an effort to diversify away from luxury. Pinault is working to reduce this debt, according to the sources, because some analysts are concerned that it will hinder a difficult recovery at Gucci, Kering’s flagship brand.

Puma was also under pressure from its competitors, after recent launches of sneakers, such as the Speedcat, had failed to generate momentum.

According to LSEG, Puma's shares spent most of 2025 trading at 22 euros per share – less than half their value two years earlier.

Selling cheaply was not an alternative. Artemis once wanted more than 40 euro per share.

Anta's 35 euro per share offer was initially considered too low. However, differences began to diminish after the Chinese company agreed that they would discuss the price-guarantee clause.

A DEAL was finalized in Paris last month

They said that three strategic factors ultimately drove Artemis to sell. First, the company preferred to control assets over holding minority positions. It also wanted to "reallocate" capital into higher-value sectors. It also no longer saw themselves as the best shareholder to support Puma in its?next phase of development under new CEO Arthur Hoeld.

Pinault previously stated that the Puma stake is not strategic.

The company stated in a press release last week that "this disposal is consistent with Artemis' ongoing strategy to focus on its controlled assets and?to redeploy resources into new value-creating industries".

The second person stated that Pinault and Anta chairman Ding Shizhong who met previously after Anta's initial approach to them, completed the deal in Paris early January.

Anta announced last week it does not intend to make a bid for Puma.

(source: Reuters)