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United Legwear becomes Pro Player licensee
07 Jan '16
2 min read
Perry Ellis International, Inc., a leading American designer, distributor and licensor of a broad line of high quality men's and women's apparel, accessories and fragrances, has announced that New York–based United Legwear & Apparel Co., LLC, has become the master licensee of Pro Player. Perry Ellis International (PEI) remains the licensor. Redesigned creative assets, including an updated modern logo and key marketing partnerships with Major League Baseball, PEI said in a press release.
Key marketing initiatives include prominent ballpark signage, stadium programme ads, and hospitality activations in some of Major League Baseball's largest parks, such as Citi Field, home of the New York Mets, the Atlanta Braves' SunTrust Park, and the Houston Astros' Minute Maid Park; these partnerships kick off in Spring, 2016. In addition, pro athletes in the "core four" sports — baseball, basketball, football and soccer — will be named as brand ambassadors, along with fitness experts, lifestyle personalities, and celebrities.
Perry Ellis International Chairman and CEO George Feldenkreis commented, "We are delighted to partner with United Legwear to relaunch our iconic Pro Player brand and are excited to marry the equity and consumer recognition of the brand with the energy and passion of Isaac and his team."
"Pro Player is a name I grew up with and loved, partly because of the brand's aspirational message — if you wear it, you can be as good as the pros," said Isaac E. Ash, Founder, CEO and President of United Legwear & Apparel Co. "My interest and investment in Pro Player are driven by strong consumer recognition of the brand, combined with the adaptability of the Pro Player wordmark to so many product categories. There's tremendous growth potential across soft lines, sporting goods and many other fitness areas."
Pro Player is designed for team athletes as well as everyday athletes and fitness enthusiasts. (SH)
Key marketing initiatives include prominent ballpark signage, stadium programme ads, and hospitality activations in some of Major League Baseball's largest parks, such as Citi Field, home of the New York Mets, the Atlanta Braves' SunTrust Park, and the Houston Astros' Minute Maid Park; these partnerships kick off in Spring, 2016. In addition, pro athletes in the "core four" sports — baseball, basketball, football and soccer — will be named as brand ambassadors, along with fitness experts, lifestyle personalities, and celebrities.
Perry Ellis International Chairman and CEO George Feldenkreis commented, "We are delighted to partner with United Legwear to relaunch our iconic Pro Player brand and are excited to marry the equity and consumer recognition of the brand with the energy and passion of Isaac and his team."
"Pro Player is a name I grew up with and loved, partly because of the brand's aspirational message — if you wear it, you can be as good as the pros," said Isaac E. Ash, Founder, CEO and President of United Legwear & Apparel Co. "My interest and investment in Pro Player are driven by strong consumer recognition of the brand, combined with the adaptability of the Pro Player wordmark to so many product categories. There's tremendous growth potential across soft lines, sporting goods and many other fitness areas."
Pro Player is designed for team athletes as well as everyday athletes and fitness enthusiasts. (SH)
Fibre2Fashion News Desk - India
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