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 developing a new line of compression, support, digital massage, digital therapy, and rest and recovery products featuring the Dr. Scholl’s brand name.
Lifeworks expects the first consumer products line to launch in 2023. It will be sold at mass, drug and ecommerce channels.
“We are thrilled to welcome Lifeworks to the Dr. Scholl’s family and to our growing roster of successful licensees,” said Kate Godbout, SVP of Marketing at Dr. Scholl’s.
“As a company our mission is to support everyone, whatever their age or condition, to live life to the fullest potential.”
Lifeworks is an industry-leading consumer goods manufacturer. The company has multiple divisions spanning technology, sporting goods, health & wellness, and automotive.
Lifeworks distributes to mass, specialty, big box, online and off-price channels. Their portfolio of licenses include iHome, Monster, Brookstone, Armor All, and more.
“Dr. Scholl’s and Lifeworks is a win-win combination,” said Eddie Mizrahi, President of Lifeworks. “We have enormous category knowledge and expertise when it comes to designing and developing unique and innovative products,” Mizrahi added.
“Dr. Scholl’s will bring us insights and ideas from their world and together we will elevate the options available to help consumers. Together we can help people feel great and enjoy their lives.”
The Dr. Scholl’s brand has been a leading player in foot care and pain relief for over a century. The company was initially founded by William Mathias Scholl, M.D.
The brand has kept its focus on scientifically proven methods of reducing foot pain since its inception. Dr. Scholl’s products are clinically engineered to maximize comfort, reduce fatigue, and relieve lower body pain.
The Dr.Scholl’s brand has several other successful licensing partnerships in footwear and socks. The brand most recently announced a new partnership with Custom Accessories in aftermarket automotive accessories.
Lifeworks will be Dr. Scholl’s fourth licensing partnership. The partnership with Lifeworks was brokered by Brandgenuity, the exclusive licensing agency for the Dr. Scholl’s brand.