Perry Ellis International Enters Partnership with United Legwear & Apparel Co.
Perry Ellis International, Doral, Fla., today announced today that New York City-based United Legwear & Apparel Co. has become the master licensee of Pro Player, Perry Ellis International's heritage athletic brand with a 30-plus year history. Perry Ellis International will remain the licensor.
In addition to selling branded apparel and accessories, Pro Player Stadium was home to the Miami Dolphins and Florida (now Miami) Marlins teams for nine years.
Key marketing initiatives include prominent ballpark signage, stadium program advertisements and hospitality activations in some of MLB's largest parks—such as the New York Mets' Citi Field, the Atlanta Braves' SunTrust Park and the Houston Astros' Minute Maid Park. These partnerships kick off in spring 2016.
In addition, the Pro Player brand will use fitness experts, lifestyle personalities, celebrities and professional athletes as brand ambassadors.
"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."
"We are delighted to partner with United Legwear to relaunch our iconic Pro Player brand, and [we] are excited to marry the equity and consumer recognition of the brand with the energy and passion of Isaac and his team," said George Feldenkreis, Perry Ellis International's chairman and CEO.
Designed for team athletes as well as everyday athletes and fitness enthusiasts who are committed to sports and trainings, Pro Player will offer benefits and performance design elements, such as compression, wicking and ventilation, under the banner of a sports brand with a storied history.
Sales strategy focuses on opening price points, supporting the brand's philosophy that people can achieve aspirational goals while paying an attainable price—one marketing message says, "To play like a pro, you've got to train like a pro."
The partnered companies will target Pro Player collections for men, women and kids to sport-specialty stores, sporting goods chains and department stores, followed by a full range of apparel, footwear and accessories in spring 2017.