PUMA has a clear vision and strategy for the PUMA partner license portfolio, which includes a specific mix of authentic and contemporary products that complement and enhance the PUMA Performance and Sportstyle product ranges.

Enhancing and Complementing PUMA’s Performance and Sportstyle Product Ranges

For a number of product categories, such as eyewear, watches and personal care products, PUMA grants specialist and market-leading third-party companies the right to design, develop, manufacture and distribute those products bearing the PUMA trademarks and logos in line with PUMA’s brand positioning as the Fastest Sports Brand in the world. PUMA’s licensing strategy focuses on brand enhancement and product extensions, with current licensed partners in four key categories to support this strategy: personal care products, eyewear (optical and sunglasses), watches and related accessories and safety shoes.

Personal Care: The Best Performance at Every Level

In 2015, PUMA signed an extensive and long-term agreement with L’Oréal as its new partner for personal care products. Since the start of this partnership, the dedicated team at L’Oréal in Paris has been working on a new and exciting range. L’Oréal has been a global phenomenon and market-leading company for beauty and personal care products for over 105 years and has product distribution and brand penetration in luxury goods, mass market, department stores, pharmacies and drugstores, hair styling salons, travel retail and branded retail channels.

Eyewear: Performance Through Continuous Innovation

In July 2015, PUMA announced Kering Eyewear as its new partner for PUMA eyewear. Following the announcement of the partnership, Kering Eyewear has been working to develop and design PUMA optical frames and sunglasses, segmented in three main categories: Performance, Active and Sportstyle. Each product segment is characterized by style, form and function and combines lens technology and colour, making the eyewear distinctive, stylish and functional. PUMA Sportstyle eyewear is complemented by  ranges including eyewear specifically designed for running, cycling and golf to reflect PUMA’s brand DNA and heritage in sport and performance.


Watches: Captivating Time, Sport and Style

The PUMA TIME product ranges designed, developed and distributed by PUMA’s long- standing partner MYWA, saw another product milestone in 2015 with the launch of a watch based on one of PUMA’s most iconic styles: the PUMA Suede Watch. With a limited edition of 1968 watches sold in a special case construction with ribbed sides and a modern and sleek dial with the PUMA Suede logo, it represents the ultimate style of the legendary PUMA Suede sneaker. 2015 also saw the introduction of another fantastic watch: the new Ultrasize Bold 50 Chrono. Featuring an architectural build of 50mm and a new 3D cut-out dial, it is designed for the stylish and active consumer.

Safety Shoes: Style Meets Safety and Performance

Since 2002, ISM, an established German manufacturer and distributor of safety shoes and workplace functional apparel, has been PUMA’s partner for PUMA SAFETY shoes. 2015 saw the introduction of the new PUMA SAFETY TECHNICS LINE, which was specifically designed for industrial customers. ISM also developed the new SAFETY KNIT™ inspired by the PUMA evoKNIT, which has a fully knitted upper for a sock-like fit and will be introduced into the market in 2016.