Puma SE announced on Nov. 11 that it is restructuring its North American licensing operations by transferring the rights to its socks and underwear in the US to United Legwear & Apparel Co. (ULAC) on Jan. 1, 2026.
The change follows an agreement between Puma and Delta Galil Industries, the current licensee, to conclude their partnership.
Why it matters
This shift consolidates Puma’s underwear and sock licensing under a single partner across key markets, simplifying global coordination and reinforcing brand consistency. ULAC already manages Puma’s hosiery and innerwear categories in other territories, and the expansion of its remit to the US affords tighter control over design, quality and channel strategy.
Strategic context
The move supports Puma’s ambition to optimize operations in its largest market outside Europe and strengthen its position in the fast-growing athleisure and essentials segment. Licensing partnerships have been a key part of Puma’s scalable growth model, particularly in categories adjacent to performance apparel. ULAC, headquartered in New York, is known for managing licensed programs for such brands as Hurley, HEAD and Skechers and operates vertically from design to distribution.
The company said that ULAC’s proven expertise and shared commitment to sustainability and innovation will help enhance Puma’s product offering and expand retail reach across North America.
The bottom line
By consolidating its licensing under one global partner, Puma aims to gain agility in product development and brand storytelling – critical advantages in an increasingly competitive performance and lifestyle market.
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