LicenseWorks, Ironman launch product licensing program in India

LicenseWorks, a full-service strategic brand licensing agency has partnered with IRONMAN, a Wanda Sports Holdings company, to extend the Ironman, Iron Girl and Iron Kids brands in India to best-in-class manufacturers and retailers across all categories from apparel, footwear, and fitness equipment to healthy food alternatives.

As per the agreement, LicenseWorks will develop a comprehensive execution strategy to enhance Ironman athletes’ and casual fans’ relationship with the brand beyond its events. This will allow consumers to engage and be inspired in new ways through the association with a world-class and highly aspirational active brand that celebrates human achievement and a well-balanced lifestyle.

Since the 1986 launch of the top-selling Timex Ironman watch, Ironman has developed an impressive licensing program that generates more than USD 300 million annually in global retail sales.

“Ironman is excited to begin working with the team at LicenseWorks, who are known for their out of the box thinking and strong connections in the Indian market. As we continue to expand our brands globally and across product categories, we are looking for new and innovative ways to bring our brands to consumers across all athletic levels,” said Nathalie Wolderling Bishman, Sr. Director of Global Licensing at Ironman.

The Ironkids brand, which promotes healthy and active lifestyles among youth, also produces a successful licensing initiative – including the popular Gummy Vitamins. LicenseWorks will also be launching products geared towards fitness enthusiasts through ‘Ironsport’ powered by Ironman, which was launched in 2018.

Currently, Ironman is the 93rd largest licensor in the world as reported by License Global Magazine in their annual Top 150 Global Licensors report.

Recently, Ironman announced their expansion into India for the first time in company history with the inaugural ‘Ironman 70.3 Goa India Triathlon’ which will debut on October 20, 2019.

Rishabh Singla, Managing Partner at LicenseWorks said, “We are delighted and honored to have the opportunity to represent and build a strategic licensing program for such an iconic brand. We look forward to expanding the IRONMAN, Iron Girl and IRONKIDS brands in India through strategic licensing partnerships across a range of product categories that will complement and reinforce their position in the core business.”

Arriving at the shores of India, the Ironman 70.3 triathlon will be a great opportunity to reach and further support the triathlon market that has been exponentially growing in India in recent years. The race will begin on the serene Miramar beach with a 1.2-mile (1.9 km) two-loop swim in the Arabian sea. Athletes will then hop on their bike for a 56-mile (90km) three-loop ride along the Mandovi river causeway, taking them through the city with a scenic view of the Jetty and the floating casinos. They will then transition in Miramar beach for a 13.1-mile (21 km) three-loop shaded run along popular tourist attraction, the Dona Paula beach. Athletes will cross the finish line back on Miramar beach.

LicenseWorks is the leading full-service Brand Licensing agency in India specialized in the strategic brand extension licensing of leading global brands and corporate trademarks.

Ironman is a top 100 Global Licensor with retail revenues of a licensed product exceeding USD 300 million per year. Ironman products span categories such as watches, eyewear, compression apparel, apparel accessories, fitness accessories, running strollers, fragrances, bags, and luggage as well as wellness products to aid in an athlete’s nutrition and recovery.

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