Puma is owned by Kering, a French luxury and lifestyle conglomerate that also owns brands such as Gucci, Saint Laurent, and Bottega Veneta. Kering holds the majority stake and oversees Puma’s strategic direction while the Dassler family retains a meaningful symbolic and governance role through reserved board seats and long-term agreements. Independent institutional investors and asset managers hold the remaining shares, and Puma SE operates as an independent brand under Kering’s portfolio. The following sections detail the formal ownership structure, historical context, and how decisions flow from Kering down to Puma’s design, marketing, and retail operations.
