Interparfums, Inc. has signed a global fragrance license with Puma, with the first launch set for 2027. The license runs through 2037. The companies did not disclose financial terms.

Jean Madar, chairman and CEO of Interparfums, positioned the Herzogenaurach, Germany-based activewear brand as a cultural property, not just a sports label. "Puma is an iconic global brand that connects world-class athletic performance with culture, fashion and everyday lifestyle," Madar said.

"Through its innovative products, deep relationships with elite athletes and teams and disruptive collaborations across design and popular culture, Puma has built relevance well beyond the field of play and established a formidable presence in key markets around the world," he continued. "We look forward to translating this cultural significance into a new fragrance that extends the Puma brand and engages consumers across markets, generations and style preferences."

Nina Jacobsen, director of licensed business at Puma, framed the deal as a bet on Interparfums' execution track record. "Interparfums has built an exceptional reputation for translating the essence of iconic brands into distinctive fragrance experiences, supported by a proven record of execution, global reach and deep understanding of consumers," Jacobsen said. "Together, we expect to leverage Puma's cultural relevance, energy and global brand appeal to create a fragrance that will be embraced by consumers around the world."

The deal returns a major activewear name to Interparfums' portfolio and ends a licensing gap for Puma in beauty. Puma's last known beauty license was with L'Oréal, which took over the business from Procter & Gamble in 2015.

For Interparfums, the Puma agreement extends a run of portfolio moves. Last week the company announced a 20-year extension of its Roberto Cavalli fragrance license, now running through 2046.

Its other licenses include Abercrombie & Fitch, Donna Karan/DKNY, Coach, Montblanc, Oscar de la Renta and Van Cleef & Arpels, among others. Interparfums also owns several trademarks outright, including Annick Goutal, Lanvin, Off-White, Rochas and Solférino.

With the first Puma scent not expected until 2027, the license gives Interparfums a long-dated entry into the sports-lifestyle fragrance space alongside a portfolio weighted toward fashion and luxury houses.

Source: WWD (https://wwd.com/beauty-industry-news/fragrance/interparfums-fragrance-license-puma-1239253144/)