Multi-year deal means agency continues to represent brand on an exclusive worldwide basis.
Goodyear has renewed its licensing representation deal with IMG for its non-tyre products.
The multi-year deal means that IMG will continue to represent the brand on an exclusive worldwide basis.
The two companies originally began working together back in 2009.
The Goodyear licensing programme covers a wide range of categories including accessories and hardware (such as power tools, safety footwear and car accessories), urban lifestyle apparel and outdoor footwear.
Recent activity includes vintage luggage items, which were introduced across Europe, and the launch of the programme in several South American markets.
In the US, an exclusive collaboration with Lucky Brand for a vintage-inspired co-branded collection was launched earlier this year in more than 170 Lucky Brand stores nationwide, while a new range of waterproof jackets is due to debut at Macy’s in spring.
Fabrice Faurie, vp licensing at IMG, said: “We are delighted to extend our relationship with Goodyear. We have licensed the brand widely into new markets across the world and developed a programme that respects its brand equity, heritage and values.
“We will continue to seek new and innovative opportunities for the brand, all while ensuring its core brand attributes are retained.”
Fabrice continued: “For a brand that is traditionally associated with tyres and auto accessories, it is exciting that our cross-category programme, through products that range from sweatshirts, jackets and winter boots to eyewear and watches, is increasing Goodyear’s licensed products international growth.
“Stay tuned for new brand extension in new categories in the coming years.”
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