SPORTS BRANDS
Welcome to the sports and lifestyle brands update... Vilebrequin, the French luxury brand specializing in swimwear, has appointed IMG to extend its brand globally through product and brand licensing partnerships, in a multi-year global deal. Vilebrequin, which celebrated its 50th anniversary in 2021, will work with IMG to creatively extend the brand into wider lifestyle categories consistent with the brand’s cultivation of a sunkissed “joie de vivre” spirit. Categories targeted include sunglasses, headwear, footwear, jewellery, resort and beach furniture and sun-care and will feature the brand’s distinctive fabric patterns and St. Tropez-rooted European flair. Roland Herlory, Vilebrequin CEO, commented: “We are pleased to partner with IMG to help us identify the best product and brand collaborations for Vilebrequin. We plan to extend our “art of living at the beach” philosophy to new categories, which will expand the reach and grow our brand. In doing so, we will bring luxury holiday wear to the next level, while always staying true to our St. Tropez heritage, without making any compromises on quality, comfort and style.” Founded in 1971, Vilebrequin was created in Saint Tropez by Fred Prysquel, a photographer and sports automobile journalist and Yvette, a fashion designer. Currently, Vilebrequin’s swim collections are developed from 50% recycled or recyclable materials and are expected to expand to approximately 80% by 2023. Additionally, Vilebrequin’s packaging is sourced from sustainably managed forests, contain 40% recycled materials and are fully biodegradable. Calhoun Sportswear has launched its NHL Surf and Skate consumer website. This site will feature NHL products from their NHL Surf and Skate brand. The new product range is a category extension of the NHL license that Calhoun has held since 2008. It features premium retro styles reflective of the Calhoun brand experience since 1973. Products will be sold by Calhoun’s e-commerce partners and Calhoun’s various e-commerce sites. A retail pop-up shop will be featured in the Calhoun factory’s historically-themed store located in the heart of the Design District of St Catharines. Although Calhoun is very focused on NHL Products they have worked with some of the best entertainment and beverage licenses including Game of Thrones, Sons of Anarchy, Simpsons, Rick and Morty, Corona, Anheuser Busch, Molson Coors, Harry Potter, DC Comics, Bob Ross, General Motors, etc. Calhoun has been located in St Catharines since 1973. Calhoun is interested in acquiring new Pro Team/League, Entertainment, and Automotive licenses. PAGE 26
Popeye Golf USA, the ultimate source for Popeye branded golf gear, hit the green in Orlando, Fl. at the 2022 PGA Show, where golf enthusiasts and professionals have the opportunity to explore the new product range. Popeye Golf USA is officially licensed from King Features Syndicate, a unit of Hearst and home to some of the world’s most popular entertainment characters. Golfers will be swinging easy with Popeye Golf USA’s new line of apparel, golf gear, and accessories. The iconic Sailor Man and his friends Olive Oyl, Wimpy, and Bluto adorn the new collection featuring hats, polo shirts, sweatshirts, tees, golf balls, and driver and putter covers, with new drops added regularly. TOTAL BRAND LICENSING
