Spyder is one of the most successful sportswear brands in the world, to the extent that it’s hard to spend five minutes on a ski hill without seeing dozens of people sporting the distinctive Spyder logo. But the brand’s owner Authentic Brands Group believes more can be done to help Spyder grow as a brand around the world. For that reason, ABG says it is transitioning the core licenses to Liberated Brands, in a partnership with Volcom. “We’re excited to be partnering with Liberated Brands on Spyder,” said Corey Salter, COO of ABG. “We’ve had a successful three-year relationship with them growing Volcom’s presence around the world and look forward to continuing the process with Spyder.” Through the long-term agreement, Liberated Brands will assume outerwear and apparel sourcing, product design,… . . . read more
NFL Star Russell Wilson Quarterbacking Spin Master Toy Launch
Superstar quarterback Russell Wilson of the Seattle Seahawks is teaming up with Spin Master to launch its new Aerobie Sonic Fin Football. Engineered for superior performance, the Sonic Fin Football lets kids throw like a pro, faster and farther than ever before! Spin Master says kids and adults alike will be able to “go long … really long … because the innovative design of this toy football creates aerodynamic lift in the air, resulting in throws traveling up to 100 yards, the entire length of a football field! Outfitted with a custom calibration ring that increases the spin rate to improve distance, the Sonic Fin Football adjusts for both right- and left-handed throwers and creates a cool sonic sound when whizzing through the air, adding to the fun. QB Russell Wilson Says Sonic… . . . read more
Warner Launches Space Jam Licensing Onslaught
More than 200 licensing partners launching ‘Looney’ collections around the world Warner Bros. Consumer Products is rolling out the largest collection of Looney Tunes merchandise in decades ahead of debut of Space Jam: A New Legacy. The mixed animation and live action flick stars basketball star LeBron James playing alongside proven hoop ball talents Bugs Bunny, Lola Bunny, Daffy Duck, and the rest of the Looney Tunes squad. Starring basketball champion and global icon LeBron James alongside Bugs Bunny, Lola Bunny and the Looney Tunes Squad, the live action/animated adventure is a manic mash-up of two worlds that reveals just how far some parents will go to connect with their kids. The movie it due to launch in cinemas in North America and the UK on July 16, and will… . . . read more
St. Andrews Links Tees Off With The Point.1888
The world’s most famous golf course, St. Andrews Links, has signed up with The Point.1888 as its brand extension partners. The news comes just weeks after the brand licensing specialist added Williams Racing to its growing roster of sports brands. Hannah Stevens, Head of Retail and Sports continues to grow this important division within the business, which also counts Team GB and the British and Irish Lions as clients. St. Andrews, located on the east coast of Scotland, is known as the Home of Golf because the sport was first played on the fairways of what is known as the Old Course. That course is indeed old, as the first balls were shanked into the rough in the early 15th century. For those who are counting, that’s before golf balls had… . . . read more
Adidas Snags Deal With Number One NFL Draft Pick
Adidas’ bet on NFL prospect Trevor Lawrence appears to be paying off so far, as the collegiate star from Clemson was the No. 1 overall draft pick by the Jacksonville Jaguars on Thursday. Adidas announced last Wednesday—the day before the NFL draft —that it had signed the top 2021 draft prospect to a multiyear partnership. “I’ve always been a fan of Adidas and I’m excited to join the team as I take the next step in my career,” said Lawrence, who also pulled an Adidas bandana over his forehead. “Adidas’ brand attitude of ‘Impossible Is Nothing’ is a message that really resonates with me both on and off the field. We are building for the future and I can’t wait to see what lies ahead with this partnership.” In three… . . . read more
Nike Loses Kobe Bryant License As Talks Fail
The estate of basketball legend Kobe Bryant declined to renew its deal with Nike this month as talks between the parties fell apart, according to an exclusive report from Complex that was later confirmed by Nike. Unless something changes, that could end the long-established relationship between Bryant and Nike. Potentially, Bryant’s estate could also partner with an outside footwear firm on a new range. In fact, Bryant originally signed a deal with competing shoe company Adidas at the beginning of his NBA career in 1996, and signed on to Nike seven years later. Bryan became one of Nike’s most important brand ambassadors, appearing in several ad campaigns and jointly releasing 11 sets of basketball sneakers with his branding. Even though Bryant retired in 2016, Nike continued to release co-branded products, and also released… . . . read more
Under Armour Slashed Sponsorships in 2020
The sporting gear company Under Armour has been shedding sponsorship deals over the past year, and now we know how deep the cuts have gone. Under Armour Inc. released its annual report in late February, which shows the company slashing its sponsorship spending by an astounding 47 per cent in a single year. The cuts reduce Under Armour’s spending on sponsorships from $679.1 million in 2019 down to $361.6 million in 2020. Under Armour’s CFO David Bergman explained the move on the company’s fourth quarter earnings call, saying it’s all about getting more bang for the marketing buck. “That allows us to have a bigger war chest, to be nimble on a marketing front going forward and making sure we’re deploying that marketing in the areas of highest return,” Bergman… . . . read more
Under Armour Ending Licensing Deal With NFL
Sports clothing and equipment company Under Armour is preparing to end its licensing contract with the National Football League, according to a report in the Financial Times. Under Armour has not officially confirmed the contract termination, but the Financial Times reported this week the deal will end later this year. The company’s licensing deal with the NFL allowed the brand to be displayed on accessories such as gloves and boots during games. The arrangement has been somewhat awkward over the past week, as Nike is the official supplier of uniforms and apparel for the NFL, but Under Armour has a licensing agreement with Tom Brady, who took the Tampa Bay Buccaneers to an historic Super Bowl victory on Sunday. During a post-game interview, Brady courted some controversy as some sports… . . . read more
Fanatics & Lids Reach Long-Term Deal With BNED
The sports merchandise company Fanatics has added to its long list of critical deals in 2020 with a long-term merchandising partnership with Barnes & Noble Education Inc. (BNED), the campus store division of the Barnes & Noble parent company. Fanatics will offer BNED campus stores an expanded product selection and a direct-to-consumer platform. Fanatics’ partly-owned Lids will also provide BNED trend and sales performance data on licensees, product styles and design treatments from more than 1,200 Lids stores. As well, Fanatics and Lids will jointly make a $15 million strategic equity investment in BNED and receive 2.3 million shares of BNED in exchange, representing a share price of $6.50 per share. BNED expects to use these proceeds for its strategic growth initiatives. BNED is a college retailer that was spun off from bookseller… . . . read more
Casetify Kicks-Off Bruce Lee Collaboration
Casetify has announced the latest partnership from its collaboration program, inspired by film star and martial arts legend Bruce Lee. The new collection spans an wide ranging lineup of tech accessories and limited-edition lifestyle products commemorating what would have been Lee’s 80th birthday. In the Bruce Lee x Casetify collection, Casetify introduces Lee-inspired motifs and licensed artwork to the brand’s signature accessories. Custom elements invite consumers to add their names to two best-selling iPhone cases, including a VHS tape-inspired Impact Case and a reflective Mirror Case with a “shattered glass” effect, resulting from Lee’s powerful kick. More designs round out the collection, paying homage to Lee’s legacy, including vegan leather iPhone cases inspired by the martial arts star’s iconic black and yellow tracksuit, and protective accessories featuring his action shots… . . . read more