FRANKFURT (dpa-AFX) - As the North American World Cup approaches, Puma shares are fueling investor optimism. The stock climbed 5 percent to 28.64 euros, reaching its highest level since March 2025. In doing so, it closed a price gap triggered by a disappointing forecast at that time. Puma is now up 28 percent in 2026. In contrast, shares of other World Cup kit suppliers, Adidas and Nike, remain significantly in the red for the year, down 9 percent and 30 percent respectively.

Market participants view the successful turnaround as the primary catalyst for Puma's recovery rally. Nick Anderson of Berenberg recently praised the extensive restructuring, which is proceeding according to plan. He is one of the few experts still signaling upside potential with a price target of 40 euros. Management has a clear strategy to restore the brand's reputation, and the new major shareholder, Anta, is not only accelerating the transformation but also providing valuable strategic input.

The Chinese group Anta Sports Products announced in late January that it was acquiring a 29 percent stake in Puma from the French billionaire Pinault family. Anta's portfolio includes brands such as Fila, Jack Wolfskin, and Salomon./ag/stk