German sportswear group Puma SE has announced an extension of its long-standing licensing partnership with US textile manufacturer United Legwear Company LLC, marking a shift in its North American distribution model for certain product categories. The agreement, effective 1st November 2025, will see United Legwear assume responsibility for the distribution of Puma’s socks, underwear, children’s clothing and accessories across the United States and Canada.
Previously, Puma distributed those product ranges through its joint venture with United Legwear, known as Puma United, in which Puma held a 51% majority stake. Under the new licensing model, Puma will classify the former joint venture as a discontinued operation in its financial reporting. In the 2024 financial year, Puma United recorded turnover of U S$ 495.5 million, with profit attributable to non-controlling interests of US $ 60.7 million.
Puma states the move is designed to create “a leaner, more efficient business model while maintaining its strong brand presence in these categories with its long-standing partner.” The transition aligns with typical North American market practice, where production and sale of socks and underwear are commonly licensed to third parties. Puma adds the change supports its wider aim to reduce business complexity in North America and place greater focus on its core operations in the region.
Industry observers will watch how this shift impacts Puma’s operational agility and brand reach in the region, particularly as it pivots towards greater licensing and away from direct-run distribution in selected lines.
