Under the agreement, Interparfums plans to introduce a new Puma signature lifestyle fragrance in 2027. The long-term licensing partnership will run through December 31, 2037, giving Interparfums responsibility for developing and bringing Puma’s fragrance offering to markets worldwide.
The partnership brings together Puma’s strong presence in sports, fashion and popular culture with Interparfums’ expertise in the global fragrance business. Interparfums’ existing licensing portfolio includes brands such as Coach, Jimmy Choo, Lacoste, Montblanc, Kate Spade, Moncler, Anna Sui and Van Cleef & Arpels.
“Puma is an iconic global brand that connects world-class athletic performance with culture, fashion, and everyday lifestyle,” said Jean Madar, Chairman and CEO of Interparfums.
He added that Puma’s relationships with elite athletes and teams, along with its collaborations across design and popular culture, have helped the brand build relevance beyond sport. According to Madar, the new fragrance will aim to translate that cultural presence into a scent offering designed to reach consumers across markets and generations.
The upcoming launch will expand Puma’s lifestyle proposition into fragrance, extending its brand identity beyond apparel, footwear and sporting products.
The licensing announcement comes as Puma navigates a challenging trading environment. In its latest trading update, the company’s revenue declined by nearly 10% to just under €1.7 billion in the second quarter, with the company citing weakness in its wholesale business across the Americas and Europe.
With the new partnership, Puma and Interparfums will now turn their focus towards developing the first fragrance under the agreement, ahead of its planned global launch in 2027.
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