Global sports brand PUMA and United Legwear & Apparel Co. LLC (ULAC) announced on Monday that they are entering into a joint venture in North America for the production, sales, marketing and distribution of PUMA children’s apparel from infant through boys’ size 20 and girls’ size 16.
The collaboration will be doing business as PUMA Kids Apparel NA. Everyday operations will remain at ULAC’s New York City’s offices with guidance and support from PUMA North America’s creative, merchandising, sales and marketing teams.
Jay Piccola, president of PUMA North America, said, “We are thrilled to expand upon our relationship with United Legwear.” He added, “We have had amazing success over the years working with them on the socks and bodywear business and we are confident for the same growth in kids apparel.”
Isaac E. Ash, founder, president and CEO of United Legwear & Apparel Co., elaborated, “This is an enormous step for United Legwear & Apparel Company in our ongoing partnership with PUMA.” He continued, “We’ve successfully expanded the PUMA brand in socks, lounge wear, and underwear in both product assortment and in the number of retailers that carry PUMA. The addition of children’s apparel to United Legwear’s current lines of PUMA products will allow a seamless integration in the design and development of apparel and legwear, and will offer retailers a more comprehensive buying experience and brand presence in their stores.”
The first collection will have its retail launch with the Spring/Summer 2015 line. The designs include pieces that are bright neon with splashes of black, white or grey, made with comfort/performance fabrics and features, and cut into fashionable silhouettes. The elements combined reflect PUMA’s new brand positioning, “Forever Faster.”
PUMA Kids apparel will be distributed in department stores, independent retailers, e-commerce channels, athletic and specialty chains.