PERRY ELLIS PARTNERS WITH UNITED LEGWEAR TO RELAUNCH PRO PLAYER BRAND
Perry Ellis International, Inc. has announced that United Legwear & Apparel Co., LLC, has become the master licensee of heritage athletic brand Pro Player. Pro Player’s collections of apparel, footwear, and accessories for men, women and kids will be targeted to all sport specialty stores, sporting goods chains, and department stores for spring 2017. Pro Player’s line will offer benefits and performance design elements such as compression, wicking, and ventilation.
Key marketing initiatives for the relaunched line will include prominent ballpark signage, stadium program 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 baseball, basketball, football and soccer will be named as brand ambassadors, along with fitness experts, lifestyle personalities, and celebrities.
“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,” said Perry Ellis International chairman and CEO George Feldenkreis.
“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.”
