A collection of new celebrity chefs are taking the licensing world by storm with their dynamic personalities and unique product extensions.
Sports apparel brand Under Armour has acquired two more digital fitness platforms, "Endomondo" and "MyFitnessPal," evolving the company into fitness resource.
EB Sport Group has signed on to create a line of fitness equipment featuring Beachbody's home exercise brand P90X.
Mixed martial arts organization UFC has partnered with EB Sport Group to develop a line of branded in-home fitness equipment and accessories.
The Little Gym International and LEGO Systems have expanded their ongoing partnership to integrate the LEGO Juniors construction line at locations across the U.S. and Canada.
Connected fitness company Fitbit announced plans to expand its collaboration with fashion designer Tory Burch, as well as new partnerships with Kellogg's and Microsoft.
Sakar International has launched its a new collection of fitness tracking devices featuring FAM Brands' Bally Total Fitness brand at CES.
Swarovski has joined forces with the technology company Misfit to develop a new line of health and fitness wearables that will debut at CES this week.
Game developer Atari is planning a mobile fitness app that incorporates its classic video games such as "Pong" and "Centipede" into exercise routines.
The University of California, Davis has partnered with alumni-owned business City Bicycle Company to create a branded bicycle.
FAM Brands is teaming up with Sakar International to develop fitness trackers and other electronic accessories under the Bally Total Fitness brand.
Commercial fitness equipment manufacturer Life Fitness has signed a deal that will bring the brand to a new line of activewear.
Weight Watchers launched a line of branded ready-to-eat cereals in partnership with Mom Brands, the largest family-owned cereal company in the U.S.
Talent agency N.S. Bienstock has been appointed as the licensing agent for Veria Living, a media brand devoted to health and wellness.
Manchester United has entered a multi-year partnership with IVC to create a line of branded wellness products in China.
Zumba Fitness is teaming up with Viacom to promote its lifestyle brand in Poland via the TV series “Miłość na Bogata” (“Rich Love”).
Quiksilver has tapped The Faction Collective to design and manufacture a new range of freeride and freestyle skis under its Roxy brand.
Men’s Health U.K. magazine is expanding its licensing efforts in the U.K. and Europe with new deals for fitness equipment and beef jerky.
Winter sports brand Burton has unveiled a new limited edition holiday line of snowboards adorned with iconic starlet Marilyn Monroe.
Fam Brands is expanding its range of products under the Bally Total Fitness brand with the launch of fitness accessories.
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