Puma has appointed designer Hussein Chalayan as its creative director and bought a majority stake in his own-label business.
Puma said Chalayan's appointment would take immediate effect and that he would be responsible for designing, creating and developing the sport fashion collections of the brand.
The London-based designer, famous for his innovative approach to fashion design, also signed over a majority stake in his eponymous fashion label to the sportswear giant, which itself is owned by French conglomerate PPR.
Chalayan's new role will be based in London and his influence on collections will not be seen until autumn 09. The designer has been twice named British Designer of the Year. His work is well known for crossing the boundaries of fashion into art, and he is also a filmmaker.
He said: "I feel that the collaboration with Puma, both for the Puma Sport Fashion and lifestyle lines as the creative director and on the existing Chalayan brand, is a revolutionary model for a partnership, 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 the Chalayan lines. Hopefully people will have the means to access real products evolving from our processes rather than only seeing them in shows or at events."