EXCLUSIVE: Champion Is Launching Fragrance

A new fashion player is gaining its fragrance wings.

Champion has inked a fragrance licensing deal with Revlon Consumer Products, marking the sportswear brand’s first foray into the scent category. Its inaugural collection, featuring fragrances for both men and women, will debut in 2027.

“As we expand our footprint in fashion and lifestyle, fragrance is the next frontier,” said Jerrod Weber, global president of sports and lifestyle at Champion parent company Authentic Brands Group, in a statement.

This launch isn’t Authentic’s first link-up with Revlon: The New York-based company also owns Juicy Couture, whose fragrance business has been licensed to Revlon since 2016 and was most recently renewed this summer.

Other apparel brands in the Authentic portfolio that also have fragrance lines include Nautica and Vince Camuto, which license their fragrance businesses to Coty and Parlux, respectively.

“Champion’s strong heritage and cultural relevance make it a powerful partner for Revlon,” said Michelle Peluso, chief executive officer of Revlon, in a statement. “We are excited to welcome Champion into our portfolio of brands at this crucial time for both Champion and Revlon. As we focus on appealing to the next generation, we’re thrilled to bring Champion’s energy into the world of fragrance, another step forward in Revlon’s resurgence.”

Revlon, which emerged from bankruptcy more than two years ago now, has been looking to reinvigorate its fragrance arm as the category continues to swell. The most recent numbers from Circana show that fragrance was the fastest-growing beauty category in both the mass and prestige markets during the first half of 2025 — a rank the category has held for several consecutive quarters.

In addition to renewing its Juicy Couture license, Revlon in May unveiled a fragrance partnership with Grammy-nominated rapper Ice Spice, whose first scent with the beauty giant will launch in 2026. Other brands in Revlon’s fragrance portfolio include John Varvatos, Ed Hardy and Elizabeth Arden, which celebrates its 115th anniversary this year.

Champion joins a wave of fashion brands recently looking to get in on beauty and, in particular, fragrance. In 2024, luxury brands from Bottega Veneta to Balmain to Balenciaga entered — and in the case of Balenciaga, reentered — the category, while Jacquemus will soon also enter fragrance with L’Oréal.

Cult Gaia, U.K.-based Cos and Max Mara parent company Max&Co. have all recently joined the fragrance game, as well.