Licensing agency The Joester Loria Group is extending both popular and heritage food and beverage brands to create programs that are not only tasty, but lucrative.
Reebok International has signed a multi-year licensing agreement with DuPont Protection Technologies to use Kevlar and Dare Bigger brands in its new CrossFit collection.
Kent International is planning a line of adult and children’s bicycles, helmets and baskets that will feature Margaritaville, LandShark and It’s 5 o’Clock Somewhere brands.
Global fitness brand Zumba is heading to the high seas in the new Zumba Cruise from Royal Caribbean.
Health club chain 24 Hour Fitness has teamed up with YouTube fitness star Cassey Ho to bring her Pop Pilates workout to its clubs across the U.S. this spring.
Jazzercise is putting legwarmers and leotards firmly in the past with a new re-branding effort led by brand and retail consultancy CBX.
Golf ball brand Volvik has appointed Stan Denenberg as its new director of licensing.
Wilson Sporting Goods, a division of Amer Sports, has acquired the Louisville Slugger brand from Hillerich & Bradsby.
Swiss watchmaker TAG Heuer has partnered with Google and Intel to launch a smartwatch that will be powered by Intel software and uses the Android Wear platform.
Classic gaming company Atari has launched its new wellness app, "Atari Fit," for iOS and Android devices.
The Goodyear Tire & Rubber Company has teamed with Kent International to develop a brand-new line of bicycle tires and tubes.
England's Rugby Football Union has teamed up with Wattbike for a range of branded exercise bikes and floor mats.
Sports apparel brand Under Armour has acquired two more digital fitness platforms, "Endomondo" and "MyFitnessPal," evolving the company into fitness resource.
Two former Mattel and Spin Master execs have joined the team of the newly launched sports and entertainment brand–Day 6 Sports Group.
Authentic Brands Group is bringing the Prince tennis brand to a new line of performance apparel exclusively at retailer Sports Authority in the U.S. and Puerto Rico.
The Little Gym International is introducing SpongeBob SquarePants-themed Awesome Birthday Bash parties in partnership with Nickelodeon.
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.
Manchester United has entered a multi-year partnership with IVC to create a line of branded wellness products in China.
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