Zeitz said the partnership with Chalayan brings its fashion involvement to the next level. "This is not a collaboration; this is a long-term partnership. He is part of our business and we are part of his," said Zeitz.

"This isn't a short-term relationship; this is a marriage," agreed Chalayan. "Combining Puma's infrastructure and technological platform with PPR facilities, we will be able to turn experimental ideas into reality, both for the Puma and Chalayan lines. Hopefully people will have the means to access real products evolving from our process rather than only seeing them in shows and events."

Effective immediately, Chalayan will take on the creative mantle designing all product categories — footwear, apparel and accessories — for Puma's Sport Fashion and lifestyle categories. The collections, which will be positioned at a premium price point for the sportswear category, will be sold through select Puma stores, key concept stores and shop-in-shops worldwide.

"My way of thinking is very appropriate for sports," offered Chalayan. "There is something in sportswear that is less transient than in fashion. You are constantly building and developing products and technology."

Zeitz said he hoped the deal would boost Puma's apparel business, which today is led by the brand's footwear sales. For 2007, Puma sales in the footwear segment increased 1.9 percent to 1.48 billion euros, or $2.02 billion at average exchange, while apparel sales increased by 5.7 percent to 998.7 million euros, or $1.37 billion.

Puma also will help to build Chalayan's business internationally, according to Zeitz. "The time has come now for [Chalayan] to fully expand his potential and build his brand. It is the best opportunity [for Chalayan] to evolve in a retail environment," Zeitz said.

Zeitz did not rule out building stand-alone Hussein Chalayan stores in the future, but said the company would aim to grow via wholesale channels in the short to medium term.

"His line will be sold at top accounts. We will build a viable business model before venturing into other channels," Zeitz said. Chalayan agreed. "We want to become a global brand, but gradually, in a healthy way," the designer said.