Who Owns Puma?

Puma is owned by Artémis Group, a luxury powerhouse founded in 1992 by French billionaire François Pinault, and which also owns the Kering Group (with brands spanning from Gucci to Balenciaga, Sant Laurent, and many others). Kering controlled Puma before it was spun off from it by 2020, and it is now managed directly by the Artémis Group, owned by the Pinault family.

Aspect	Description	Analysis	Examples
Products and Services	Puma is a global sportswear and athletic footwear brand that offers a wide range of products, including athletic shoes, apparel, accessories, and sporting equipment. Their product line covers various sports and lifestyle categories.	Puma’s product range caters to both athletes and lifestyle consumers, emphasizing sporty fashion and performance.	Puma’s running shoes, Puma’s soccer jerseys, Puma’s lifestyle sneakers.
Revenue Streams	Puma generates revenue primarily through the sale of its sportswear and athletic products. This includes sales through company-owned stores, third-party retailers, and e-commerce. Licensing and collaborations also contribute to revenue.	Sales of sportswear and athletic products are the core revenue source. Licensing and collaborations enhance brand presence and revenue diversification.	Sales through Puma stores, partnerships with sporting goods retailers, licensing deals for Puma-branded products.
Customer Segments	Puma targets athletes, sports enthusiasts, fitness-conscious consumers, and individuals interested in sporty fashion and lifestyle. They offer products for a wide range of sports and age groups.	A diverse customer base allows Puma to address various sporting and fashion needs, increasing market reach.	Athletes, soccer fans, fitness enthusiasts, individuals seeking sporty fashion.
Distribution Channels	Puma distributes its products through its network of retail stores, including company-owned stores and factory outlets. They also partner with third-party retailers, sporting goods stores, and have an active e-commerce platform.	A combination of physical stores, third-party partnerships, and e-commerce provides accessibility and convenience for customers. Outlet stores offer discounted options.	Puma-branded stores, partnerships with sporting goods retailers, Puma’s online store.
Key Partnerships	Puma collaborates with sports teams, athletes, fashion designers, and celebrities for marketing campaigns, product endorsements, and product design. They also partner with suppliers and manufacturers for product development.	Collaborations with sports teams and athletes boost brand visibility in the sports industry. Fashion and celebrity partnerships help in the lifestyle market. Supplier relationships ensure product quality.	Collaborations with sports teams like Manchester City, partnerships with Rihanna for Fenty Puma.
Key Resources	Puma’s key resources include its design teams, supply chain, brand reputation, retail locations, and a loyal customer base.	Design teams are crucial for creating stylish and performance-oriented collections. A streamlined supply chain ensures product availability. A loyal customer base contributes to brand loyalty.	In-house design teams, efficient supply chain network.
Cost Structure	Puma incurs costs in design and production, marketing and advertising, rent and maintenance of retail locations, employee salaries, and materials for product manufacturing.	Investment in design and marketing is essential for staying competitive in the sportswear market. Retail space costs are significant due to prime locations.	Designing new sportswear collections, advertising campaigns, rent for store locations.
Competitive Advantage	Puma’s competitive advantage lies in its reputation for providing stylish and performance-oriented sportswear, a strong presence in multiple sports categories, and successful collaborations in the fashion and sports worlds.	Offering both performance and style sets Puma apart in the sportswear market. Collaborations enhance brand recognition and aspiration.	Stylish and performance-focused running shoes, collaborations with high-profile athletes like Usain Bolt.
Value Proposition	Puma offers sportswear and athletic products that combine performance, style, and comfort, allowing customers to excel in their chosen sports and express their sporty lifestyle.	Puma’s value proposition centers on providing sporty fashion and performance products that enable customers to achieve their sporting goals and look stylish while doing so.	Wearing Puma sneakers for a morning run, choosing Puma soccer gear for a game.

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Puma: A Brand Within Artémis Group

Puma, a renowned sports apparel and footwear brand, is currently owned by Artémis Group, a luxury powerhouse founded in 1992 by French billionaire François Pinault. Artémis Group also owns the Kering Group, which boasts an impressive portfolio of luxury brands, including Gucci, Balenciaga, Saint Laurent, and many others. Puma’s journey under the ownership of Artémis Group has been intertwined with the strategic moves within the luxury conglomerate.

The Founding of Artémis Group

Artémis Group was established by François Pinault, a prominent figure in the luxury industry. Over the years, the Pinault family has played a significant role in shaping the group’s holdings and strategic direction.

Puma’s Journey within the Kering Group

Kering Group, under Artémis Group’s ownership, initially controlled Puma as one of its prized assets. During this period, Kering leveraged its expertise in luxury fashion to elevate Puma’s brand image and expand its global presence.

The Spin-Off from Kering Group

In a strategic move, Puma was spun off from the Kering Group in 2020. This decision allowed Puma to operate as an independent entity directly under the management of Artémis Group.

Direct Management by Artémis Group

Following the spin-off, Puma is now directly managed by Artémis Group, which means it is wholly owned and operated by the Pinault family’s luxury conglomerate.

A Diverse Luxury Portfolio

Artémis Group’s portfolio includes a diverse range of luxury brands, showcasing its dominance in the high-end fashion market. The group’s holdings span from iconic names like Gucci and Balenciaga to renowned labels such as Saint Laurent, among others.

Puma’s Continued Success

Under the stewardship of Artémis Group, Puma has continued to thrive as a leading sports brand. Known for its innovative designs and cutting-edge technology, Puma has cemented its place in the athletic and lifestyle fashion markets.

Conclusion

Puma’s journey as part of Artémis Group, alongside the prestigious Kering Group, reflects the luxury powerhouse’s commitment to fashion excellence. The strategic spin-off from Kering Group and subsequent direct management by Artémis Group have allowed Puma to continue its trajectory as a global sports and lifestyle brand. As an integral part of Artémis Group’s diverse luxury portfolio, Puma’s future remains bright under the stewardship of the Pinault family’s luxury empire.

Puma and Artémis Group Highlights:

Ownership: Puma, a globally recognized sports apparel and footwear brand, is owned by Artémis Group.
Artémis Group’s Foundation: Founded in 1992 by the French billionaire François Pinault, Artémis Group is a luxury conglomerate that has a notable presence in the luxury fashion industry.
Kering’s Initial Control: Puma was initially under the control of the Kering Group, another luxury powerhouse within the Artémis Group’s portfolio. Brands under Kering include luxury giants like Gucci, Balenciaga, and Saint Laurent.
Strategic Spin-Off: In 2020, Puma was strategically spun off from the Kering Group, marking a significant shift in its management structure.
Direct Management: Post the spin-off, Puma now operates under the direct management of the Artémis Group, showcasing the Pinault family’s continued investment and belief in the brand.
Diverse Portfolio: Artémis Group’s diverse luxury portfolio includes several high-end brands, with Puma being a key player in the sports and lifestyle segment.
Puma’s Growth: Under Artémis Group’s ownership, Puma has continued its upward trajectory, further establishing itself as a leading brand in the sports and fashion sectors.