Champion Partners With Revlon to Launch Its First Fragrance Line

PetitePaulina – Champion is moving into a bold new era as it enters the fragrance market for the first time. The sportswear label has signed a licensing deal with Revlon Consumer Products, marking an important shift from apparel to lifestyle. Its debut fragrances for men and women are set to arrive in 2027. Because scent is deeply personal, Champion sees this move as a chance to connect with consumers in a more intimate way. Jarrod Weber, global president of sports and lifestyle at Authentic Brands Group (ABG), said fragrance is “the next frontier” for the brand. As fashion and beauty blend more closely, this partnership allows Champion to extend its culture, energy, and heritage beyond clothing.

A Strategic Partnership at the Right Moment

The collaboration comes at a crucial time for both companies. Revlon, which emerged from bankruptcy two years ago, is working aggressively to rebuild its fragrance division. As a result, the company is seeking partners who resonate with younger audiences. CEO Michelle Peluso explained that Champion’s strong cultural influence and long-standing credibility make it a natural addition to Revlon’s lineup. The beauty giant already manages Juicy Couture’s fragrance business, proving its ability to elevate fashion labels through scent. With Champion, Revlon strengthens its comeback, while Champion gains access to beauty expertise and global distribution. Together, they aim to capture a market where identity and lifestyle matter more than ever.

ABG Broadens Its Influence in Beauty

Champion’s fragrance debut aligns with Authentic Brands Group’s larger growth strategy. Over the past few years, ABG has expanded its footprint in beauty through several labels. For instance, Nautica licenses its fragrance business to Coty, while Vince Camuto works with Parlux. By adding Champion, ABG strengthens its portfolio with a brand that speaks to modern, athletic-minded consumers. Moreover, the rising global demand for perfume makes this timing ideal. Through Revlon, Champion gains the ability to develop scents that reflect confidence, movement, and everyday ambition core elements of its identity. Consequently, ABG positions itself more firmly at the intersection of fashion and beauty.

Fragrance Leads Fashion’s New Growth Wave

Across the industry, fragrance has become one of fashion’s fastest-growing extensions. According to Circana, the category was the top performer in both mass and prestige markets during the first half of 2025. Because of this surge, many luxury houses launched or revived fragrance lines in 2024, including Balenciaga, Balmain, Bottega Veneta and Jacquemus. Consumers now seek scents that express mood, memory and personal style, making perfume a powerful entry point into a brand’s world. Champion recognizes this shift and wants to offer its community more than apparel. Its upcoming scents will allow fans to experience the brand through emotion not just appearance.

Revlon Strengthens Its Revival With New Faces

Meanwhile, Revlon is continuing its resurgence through high-impact partnerships. Earlier this year, the company announced a fragrance collaboration with Grammy-nominated rapper Ice Spice, whose first scent will debut in 2026. Revlon also oversees lines from John Varvatos, Ed Hardy and Elizabeth Arden, which celebrates its 115th anniversary. These collaborations demonstrate Revlon’s strategy: mix heritage with modern cultural icons. Champion adds a fresh, sporty edge to this portfolio, helping Revlon appeal to consumers who enjoy identity-driven scents. As the fragrance market becomes increasingly competitive, these partnerships help Revlon stay relevant and inventive.

More Fashion Brands Step Into Beauty

Champion joins a growing list of fashion labels that are embracing the beauty sector. In recent years, brands such as Cult Gaia, COS and Max&Co. have entered the fragrance market as well. They understand that scent deepens emotional connection in ways clothing cannot. Additionally, perfumes offer accessibility; fans can participate in a brand’s culture without buying high-priced fashion items. Champion aims to use this opportunity to strengthen its bond with loyal followers while reaching new audiences. By translating its spirit into fragrance, the brand positions itself within a cultural shift where beauty and lifestyle merge more seamlessly than ever.