A collection of new celebrity chefs are taking the licensing world by storm with their dynamic personalities and unique product extensions.
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.
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.
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.
Celebrity fitness trainer Jillian Michaels and Kmart will launch Impact by Jillian Michaels, a performance activewear collection for women, in stores this fall.
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.
Fitness company Zumba and GoNoodle, a provider of online physical activity breaks, have teamed up for National Childhood Obesity Awareness Month.
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.
Universal Partnerships & Licensing and Garmin International have teamed up to release The Biggest Loser-branded fitness devices.
Mixed martial arts organization UFC has partnered with EB Sport Group to develop a line of branded in-home fitness equipment and accessories.
My Gym Children’s Fitness Center has teamed with The Hain Celestial Group for a marketing campaign in the U.K. featuring Hain’s Ella’s Kitchen.
England's Rugby Football Union has teamed up with Wattbike for a range of branded exercise bikes and floor mats.
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