Global Brand Partners will serve as the fitness brand’s global licensee for footwear and apparel.
Beachbody, a provider of in-home and gym-based fitness programs, has partnered with Global Brand Partners to expand its brands to the footwear and apparel categories.
Beachbody brands include P90X, 21 Day Fix and Insanity, among others.
GBP will now develop both technical performance and lifestyle collections inspired by the Beachbody brand and its knowledge of the fitness category.
“The fitness industry is currently experience huge growth globally and Beachbody has an authentic fitness heritage,” says Killick Datta, chief executive officer, GBP. “It’s the right time to partner and help extend their brand into footwear, apparel and accessories through our vast expertise in the space.”
The Beachbody branded GBP products will be available to consumers worldwide through various distributors and retailers as well as on Beachbody’s e-commerce platforms.
The initial Beachbody collection is expected to launch next year.
“At Beachbody we’ve been discussing for years how it’s a natural fit for us to offer branded footwear and apparel to the Beachbody community and beyond, and now that we have the right partner, we’re doing it,” says Jon Congdon, co-founder, president and chief marketing officer, Beachbody. “GBP is aligned with our commitment to providing innovative, world-class products that deliver results and we are excited to work with them to bring that same commitment to this vibrant, growing category.”