Puma shares jumped as much as 16% early Thursday following a report that China's Anta Sports is among a number of firms looking to buy the German athletic brand.

Puma may also attract interest from Chinese apparel firm Li Ning and Japan's Asics Corp, Bloomberg reported, citing unnamed sources.

Puma declined to comment and Anta Sports has yet to respond to a request for comment from CNBC.

The Frankfurt-listed shares have more than halved year to date amid an increasingly competitive sportswear market and tariffs hitting customer sentiment.

Shares were up 14.5% by 9:30 a.m. London time (4:30 a.m. ET). Stock Chart Icon Stock chart icon

Puma shares year-to-date

CEO Arthur Hoeld, who was appointed on July 1, is tasked with reviving the ailing brand. His turnaround plan involves

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