SHAPE Magazine Teams With Apparel Bridge to License New Active Brand

1/26/2016
Meredith Corporation announced its brand licensing agreement with Apparel Bridge LLC for SHAPE® Active, an activewear collection designed for women. This is the first licensing program announcement for the category-leading SHAPE brand, which was acquired by Meredith in January 2015. Meredith is  a media and marketing company serving 100 million unduplicated American women monthly and more than 60 percent of U.S. millennial women

"Our acquisition of SHAPE extends to all aspects of corporate growth, including licensing," says Elise Contarsy, vice president of Meredith brand licensing. "We are excited to work with our partner Apparel Bridge to showcase the value of the SHAPE brand beyond print, and bring a line of athleisure clothing to women looking for the perfect combination of performance, comfort and fashion."

The moderately priced collections are now available at DicksSportingGoods.com, kohls.com, and Equinox gyms, with many additional retail partners expected, including Amazon.

"We are thrilled to be selected by the SHAPE team to bring fashion-forward and feminine activewear to the marketplace. Our vibrant pieces reflect the personality and style of the iconic SHAPE brand," says Sheena Mahtani, vice president of operations from Apparel Bridge.

The designs are grounded in high performance materials with features including DryFuze(TM) to wick moisture, and reflective or glow-in-the-dark treatments. Each piece is figure-flattering, with details such as a signature S-curve seaming in tops, jackets and bottoms.

"Blending active apparel and a media property is innovative and very exciting," says Andy Hilfiger from Star Branding, who facilitated the partnership. "Retailers need fresh brands, and SHAPE Active, which has both the performance and the fashion women want today, is positioned to deliver what retailers are looking for in this fast-growing apparel category."

The launch of SHAPE Active is just one of many programs announced by Meredith Brand Licensing in the past year, including the partnership between EatingWell and Bellisio Foods, Inc. on an EatingWell healthy frozen food product line. These launches build on Meredith's already successful licensing programs, such as partnerships between Better Homes and Gardens and Walmart, Realogy and FTD, and Allrecipes' partnership with Clipper Corporation on a line of cookware, bakeware and kitchen gadgets. 


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