PUMA has signed away its fragrance rights for the next 11 years. The German sports company has granted Interparfums, the New York listed fragrance licensor behind Coach, Jimmy Choo and GUESS, exclusive worldwide rights to create, produce and distribute scents under the PUMA name.
The agreement was announced on Sept. 22 and runs through Dec. 31, 2037. A first signature lifestyle fragrance is planned for 2027. Neither company disclosed financial terms, minimum guarantees or royalty rates.
PUMA is not new to the category. Branded scents reached the market in 2002 through German haircare company Wella, which was acquired by Procter & Gamble in 2003. That license ran to the end of 2014, after which L’Oréal took over from Jan. 1, 2015. Both were broad beauty and personal care agreements. The Interparfums deal covers fragrance alone, and no new PUMA scent has been recorded since 2019, which makes this a return to the category rather than an entry into it
PUMA began reset measures in the third quarter of 2025, cutting lower-quality wholesale business and clearing inventory, and has designated 2026 a transition year ahead of a planned return to growth in 2027. Second quarter sales fell 9.4 percent currency adjusted. Licensing revenue is among the few lines a brand can add without adding cost.
A run of fragrance deals
PUMA is not alone. Several sports and activewear names have moved on fragrance in the past 12 months.
Champion, the American sportswear brand owned by Authentic Brands Group, signed a global fragrance license with Revlon on Nov. 12, 2025, its first move into beauty, with a debut collection scheduled for 2027. Onitsuka Tiger announced a four-scent collection in July 2025 and brought it to market in December 2025, with prices starting at about 12,000 yen (roughly 76 euros). The scents were developed with perfumer Mark Buxton and produced in Grasse. No licensing partner was named. In July 2026, H&M MOVE tied its Court Line activewear release to a fragrance, treating tennis season as a sensory proposition rather than a product drop.
Athlete-linked scent has moved in parallel. Interparfums itself took the David Beckham fragrance license from Coty in January 2026, a 20-year deal covering the former England captain’s existing range, alongside a separate agreement for Nautica. The Beckham business transfers to Interparfums on April 1, 2028.
