Sports Updates

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. 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.

KLARNA TEAM UP WITH THE CHICAGO BULLS

Klarna recently announced it is teaming up with the Chicago Bulls, the legendary franchise of the National Basketball Association. The partnership will promote Klarna’s all-in-one shopping service and interest-free Pay in 4 option to Chicago Bulls fans, with the aim to bring audiences closer to the game through unique co-branded in-stadium experiences, shoppable content, exclusive offers, limited edition merchandise, and more. In separate deals, Bulls stars Zach LaVine and Lonzo Ball have partnered with Klarna as brand ambassadors. The two will collaborate with the company to help bring elements of the Chicago Bulls partnership to life while showcasing their personal style through activations, custom social content, and more. “The Chicago Bulls are one of the most renowned teams in basketball history, and share Klarna’s commitment to challenging the limits of success within culture and commerce,” said David Sandstrom, CMO, Klarna. “Together, we will showcase how brands and teams can align to provide a more meaningful and engaging experience for fans.” The Chicago Bulls continue to spearhead and serve as an industry leader in tech and digital activation, both in sports and the NBA, while Klarna is leading the way for more transparent, convenient and flexible ways to shop that are better suited to the modern consumer. Klarna and the Chicago Bulls will launch multiple initiatives tied to the partnership in the coming months, including exclusive fashion collaborations inspired by the Bulls’ long-standing history of trendsetting on and off the court. Fans will have access to shoppable social and digital content showcasing fashion looks by LaVine and Ball as well as behind-the-scenes pre-game styles and must-have essentials. In addition, the partnership will give fans the opportunity to engage with their favorite team in new ways through unique co-branded activations, in-stadium experiences involving the Benny the Bull mascot, exclusive offers, and more. Klarna branding will also be incorporated into the game-day experience in multiple ways, including placements across the scoreboard and LED boards throughout the arena, and on Bulls practice jerseys. The multi-year deal marks continued expansion for Klarna within sports. Recently, Klarna announced a partnership with Angel City Football Club (ACFC) of the National Women’s Soccer League–the company’s first official partnership with a sports organization globally. With both the ACFC and Chicago Bulls partnerships, Klarna aims to not only deliver unique and engaging experiences to the fans but is also committed to driving positive change through social impact initiatives in LA and Chicago.

CATH KIDSTON

Cath Kidston has appointed global brand extension licensing gency, Beanstalk, to extend its brand into new categories in home, fashion and gifting areas internationally. The Cath Kidston brand is entwined with British culture. Taking classic items and reimagining them with a smile, the brand creates timeless products to be used, worn and loved for many years. Their hand-drawn prints, a playful twist on British classics, use their heritage to reflect, but also look forward into a bright and sustainable future. Beanstalk will extend Cath Kidston’s footprint into new areas for all the family to enjoy, with a focus on key geographic markets, developed through Beanstalk’s extensive partnership network.

Melinda Paraie, CEO of Cath Kidston, said, “We are thrilled with the new partnership that leverages the licensing expertise of Beanstalk to create opportunities for our customers to experience Cath Kidston in new ways. The expansion of our iconic print narrative into additional product categories and key global markets supports our long-term growth plan. Through licensed extensions, the brand vision will continue to bring nostalgic meaning and joy to everyday life.” Louise French, Senior Vice President, Business Development and Operations at Beanstalk, said, “We are delighted to be working with Cath Kidston, one of Britain’s best-loved brands, to extend the brand into new and creative spaces. The quintessentially British nature of the brand and distinctive print handwriting offer significant opportunities to create beautiful new products that offer additional touchpoints for consumers. We are looking forward to working alongside the Cath Kidston team to deliver a successful international licensing programme.”