By Allison Watkinson
Zumba and Crayola have entered a licensing partnership for a co-branded Colors of Kindness activewear collection.
Zumba is a branded fitness company that operates in 200,00 locations in a 185 countries worldwide.
Zumba develops exercise programs that offer easy-to-follow choreography set to rhythmic music.
In addition to its original Zumba program, the company offers ten Zumba specialty classes. This includes programs adapted for aquatic exercise, older adults and children.
“This partnership with Crayola is a natural fit for Zumba,” said Zumba CMO, Carolina Moraes. “The Colors of Kindness collection is not only stylish and fun, but it also promotes a message of inclusivity and positivity, which is at the core of our brand. We’re excited to see the impact this collection will have on our Zumba community and beyond.”
The licensed Colors of Kindness activewear line is a 40-piece apparel and accessory collection inspired by Crayola Crayons.
The collection features vibrant, colorful graphics and inspirational phrases such as Dance in Color and Dance Outside the Lines.
“Colors of Kindness encourages kids and adults to think positively, share words of encouragement, and celebrate kindness through all forms of artistic expression,” said Crayola GM, April Heeren.
“We’re excited about this colorful collaboration with a company that embodies the Colors of Kindness message by empowering people to become the best of themselves.”
The Crayola x Zumba partnership will also include new themed music and original choreography to encourage creative expression.
A preview of the co-branded collection debuted exclusively at Zumba’s annual Instructor Convention (ZINCON) on Aug. 10, 2023 in Orlando, Florida.
The Colors of Kindness activewear collection will be available for purchase globally through the official ZumbaWear ecommerce website beginning on Aug. 14, 2023.
A subsidiary of Hallmark Cards, Crayola is a global children’s creative art and craft supply company.
Known for the Crayola Crayon that was initially introduced in 1903, the Crayola brand has grown to include a wide range of art tools, crafting activities and creativity toys.
By Allison Watkinson