We deliver! Get curated industry news straight to your inbox. Subscribe to Adweek newsletters.
Sports Illustrated has dropped its first line of branded apparel with department store chain JCPenney. It’s part of a reinvention of the 65-year-old brand that also includes NFTs, ticketing and sports betting.
Top line
The clothing drop includes lines for men, women and children, such as tracksuits, T-shirts, shorts, skirts and outerwear.
Michelle Wlazlo, evp and chief merchandising officer at JCPenney, said the activewear collection, Sports Illustrated for JCPenney, was “inspired by iconic moments in sports.” The styles are available online and in 300 U.S. JCPenney stores.
Between the lines
“Sports Illustrated is committed to reaching consumers in new and unique ways,” said Dana Carpenter, evp of entertainment at Authentic Brands Group, which bought Sports Illustrated in 2019.