Revlon, one of the world’s leading beauty companies, and Authentic Brands Group (ABG), owner of Champion, have signed a global fragrance licensing partnership.
Revlon will be designing, manufacturing and distributing a full fragrance portfolio for the iconic athletic brand, with a debut collection expected in early 2026.
From sportswear to lifestyle brand
Champion is taking its first major step beyond apparel and footwear, signaling an ambition to evolve into a complete lifestyle brand. In entering the beauty segment, Champion is following other sportswear players – such as Adidas, Puma and Lacoste – that have leveraged fragrance as a brand extension to reach younger, lifestyle-driven consumers.
What they’ve said
Michelle Peluso, CEO of Revlon: “Champion’s strong heritage and cultural relevance make it a powerful partner for Revlon […]. We’re thrilled to bring Champion’s energy into the world of fragrance, another step forward in Revlon’s resurgence.”
Jarrod Weber, Global President of Sports & Lifestyle at Authentic Brands Group: “As we expand our footprint in fashion and lifestyle, fragrance is the next frontier. Revlon […] is uniquely positioned to help us craft a sensory experience that resonates with our global audience.”
Strategic context
The agreement adds a powerful name to Revolon’s portfolio and supports its repositioning strategy post-restructuring, as it aims to expand in the global prestige and lifestyle fragrance markets. For ABG, which has been steering Champion’s revitalization, the partnership strengthens an emotional connection with consumers through a new sensory channel – one closely linked to identity and performance.
The bottom line
Champion’s entry into fragrance with Revlon reflects a bold brand evolution. It is transforming an athletic heritage into a multisensory lifestyle experience. Smells good, doesn’t it?
