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Sustainable Licensing: Johnson Outdoors Goes Camping With National Wildlife Federation

By Gary Symons TLL Editor in Chief Have fun when you’re camping, but keep it clean. That’s the message from a newly licensed partnership between Johnson Outdoors and the National Wildlife Federation. To inspire Americans… . . . read more

Fashion Licensing: Long Awaited Adidas x Gucci Line Dropped Tuesday

By Gary Symons TLL Editor in Chief Unlikely partners Gucci and Adidas dropped their long anticipated fashion collection Tuesday, after a nine-month wait. The collection was originally born on the Exquisite Gucci runway in Milan,… . . . read more

Igloo and Jeep Partner on Super Cool Outdoor Adventures

Jeep is partnering with one of the coolest outdoor brands, releasing the first-ever Jeep Playmate coolers from Igloo for 4×4 enthusiasts. The new coolers feature original artwork geared toward Jeep brand enthusiasts who want to keep their refreshments… . . . read more

Dr. Scholl’s Steps Into Tech Licensing Deal With Lifeworks

By Allison Watkinson TLL Reporter Brandgenuity has secured a licensing partnership between the footcare brand Dr. Scholl’s and the fitness company Lifeworks Technology Group. The licensing partnership between the two brands will be focused on… . . . read more

Sporting Goods: HEAD Gets Its Feet Wet With Paddleboard Deal

The global sporting goods company HEAD is launching Stand Up Paddleboards with licensee co:sports. The German company is well known as an innovator in the SUP market, with a sterling reputation for quality, safety and… . . . read more

Character Licensing: Popeye Goes Sailing, Plays Golf, With Two New Licensing Deals

By Gary Symons TLL Editor in Chief King Features has signed up two deals that will see Popeye the Sailor Man adopted for a sailing club and golf gear. In the first of those two… . . . read more

Celebrity Licensing: UFC Tag Teams With Under Armour and The Rock

By Allison Watkinson TLL Reporter UFC has announced a new licensing deal that names the performance brand Project Rock as their official footwear partner. Project Rock was created by former UFC athlete, entrepreneur, and actor… . . . read more

Celebrity Licensing: Stephen Curry and Under Armour Drop Sesame Street Collection

The partnership between Under Armour and NBA star Stephen Curry announced in December last year is now bearing fruit, as the partners announced a new collaboration with Sesame Street. The Curry Brand, powered by Under… . . . read more

Harry Potter Can Go Quidditch Cruising, No Broomsticks Required

Following the success of the first-ever Harry Potter-inspired cruiser bike in 2020, Dynacraft is partnering with Warner Bros. Consumer Products introduce a new Harry Potter Quidditch themed bike in time for holiday season 2021. Dynacraft’s… . . . read more

Helinox and Finisterre Produce Sustainable Camp Chair

Two outdoorsy brands have come together to create a new, sustainable line of collapsible camp furniture. Partners Finisterre and Helinox say they wanted to create a line of products for people who both love being… . . . read more


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