The agreement covers the development of men’s and women’s fragrances under the Champion name, with a global launch targeted for 2027.
CosmeticsDesign spoke to Amber Garrison, president of Elizabeth Arden & Fragrances and Jarrod Weber, global president of sports and lifestyle at Authentic for greater insights into the deal’s finer details.
Fragrance seen as a strategic focus for Revlon
According to Garrison, the partnership with Champion fits neatly within a broader focus on fragrance as a growth category, particularly among younger consumers. “Revlon has an enduring legacy and strong capabilities in the fragrance category, in addition to a track record of success with brands like Juicy Couture,” she explained.
Both category performance and demographic relevance are drivers behind the deal, as “fragrance is also a high-growth category globally, with particular resonance among younger consumers,” she said.
That combination has been a key motivator behind Revlon’s licensing strategy, as the deal marks Revlon’s second fragrance licensing agreement this year with Champion’s parent company, Authentic Brands Group. “We are focused on signing new global licensing deals to connect with younger consumers, and Champion brings a unique point of view to fulfill that strategy,” said Garrison.
Champion expands lifestyle reach beyond apparel
For Authentic Brands Group, fragrance represents another step in Champion’s expansion beyond its core sportswear business into fashion and lifestyle. “Introducing a fragrance line is a natural extension to deepen brand love with the next generation of consumers and deliver unique product experiences,” said Weber.
The collection is being developed to align closely with the brand’s existing identity and is designed to “embody Champion’s heritage and modern aesthetic, featuring signature scents for men and women that are consistent with the core DNA of Champion,” he continued.
Revlon’s role, he added, is central to translating that positioning into product, and “we’re leveraging Revlon’s strong innovation capabilities to bring this vision to life.”
Consumer insights inform fragrance entry
According to Weber, consumer behavior, particularly among Gen Z shoppers, supported the decision to move into fragrance. As a primary core of the brand’s audience, the younger demographic “continues to embrace brands that blend authenticity, heritage, and self-expression,” he said.
Interest in lifestyle extensions has been a recurring signal, as “we’ve seen strong demand for lifestyle extensions that complement their fashion and wellness routines,” he added.
He therefore characterized fragrance as the “natural next step” for the brand, “giving consumers another way to express individuality while staying connected to a brand they trust.”
Although collaborations between sportswear and fragrance brands are a well-established segment within the market, Weber contended that Champion plans to take a different approach with the launch, and will “stand apart by merging our iconic athletic heritage with a more elevated, fashion-forward sensibility that reflects how consumers wear the brand today.”
Development and distribution still taking shape
Specific details around fragrance profiles, packaging and retail strategy have not yet been finalized.
“We’re still in the early brainstorming and product development phase, so there aren’t specific details to share just yet,” Garrison said.
Distribution plans are also under development. “Plans are still in development, and we look forward to sharing our distribution approach soon,” she added.
According to Revlon’s press release, the Champion fragrance collection is expected to launch globally in 2027, with further details to be released at a later date.
