Champion joins forces with Revlon to launch its first fragrance collection, marking a new chapter in its lifestyle evolution.
The iconic sportswear label Champion is expanding beyond streetwear. The brand has signed a licensing agreement with Revlon Consumer Products, marking its first foray into the fragrance universe. The collection will debut in 2027, featuring perfumes for men and women, reinforcing its expansion into the lifestyle sector.
“As we expand our presence in fashion and lifestyle, fragrance is the next frontier,” said Jerrod Weber, Global President of Sports and Lifestyle at Authentic Brands Group, owner of Champion.
The move strengthens a strategic alliance between Authentic Brands Group and Revlon, who already collaborate on brands such as Juicy Couture, whose fragrance licence has been successfully maintained since 2016. The Authentic portfolio also includes Nautica and Vince Camuto, both with fragrance lines managed by Coty and Parlux.
For Michelle Peluso, CEO of Revlon, the agreement arrives at a pivotal moment: “Champion’s heritage and cultural connection make it a powerful ally. We’re thrilled to bring its energy into our portfolio as Revlon experiences a new renaissance.”
After overcoming bankruptcy more than two years ago, Revlon has focused its efforts on revitalising its fragrance division amid a constantly growing market. According to Circana data, the fragrance category was the fastest-growing in the first half of 2025 across both mass market and prestige segments.
In addition to renewing its licence with Juicy Couture, Revlon has announced a collaboration with Grammy-nominated rapper Ice Spice, whose debut fragrance will launch in 2026. Its current portfolio includes names such as John Varvatos, Ed Hardy and Elizabeth Arden, which celebrates its 115th anniversary this year.
With this launch, Champion joins the wave of fashion brands entering the beauty sector. In 2024, houses such as Bottega Veneta, Balmain and Balenciaga returned to the fragrance market, while Jacquemus prepares its debut with L’Oréal. Cult Gaia, Cos and Max&Co. have also recently embraced this trend, confirming that fragrance is the new territory of contemporary luxury.
