As of January 2009, sport lifestyle company Puma has extended a long-term licensing contract for socks by Puma with Dutch company Dobotex, the current manufacturer of PUMA socks. The new licensing deal has a global reach, excluding the United States. In addition, both companies signed a new licensing contract for Puma bodywear with the first collection coming into Puma own stores by SS09. The in-store re-launch of Puma bodywear on a wholesale level is scheduled for AW09. The sell-in will start in December 2008. The license contract with former licensee Schiesser Lifestyle will terminate at the end of 2008. “Dobotex is a true product expert and well respected company in its field of activity and we are very excited to extend the license agreement in geographical spread and product development,” said Jochen Zeitz, Chairman and CEO of Puma. Puma and Dobotex have been in a partnership since 1997 with Dobotex producing Puma socks. Under this agreement, Puma socks have become the market leader in the sports socks category in Europe in recent years. Currently, Puma has granted licenses for the manufacture of personal care products, glasses and sunglasses, and watches.
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