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Amazon, Puma team up on new athleisure brand

Amazon.com Inc. has teamed up with sportswear company PUMA SE to roll out a new athleisure brand called Care Of, The Business of Fashion reported Sept. 25, citing John Boumphrey, vice president of Amazon's fashion arm.

Financial and contractual terms were reportedly not disclosed, but Puma said the range will contribute to its revenue.

According to the news site, the companies created the brand after analyzing reviews and search criteria from Amazon shoppers. Customers would reportedly often search for products using terms like "fit" or "comfort" instead of brand names.

Puma designed the items while Amazon will be the sole marketer and distributor of the line, the report said. Care Of will have a different logo and branding from Puma.

The brand was launched in Europe in the week of Sept. 23 and is slated to be introduced in the U.S. in October, according to the report.