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WWE Partners With Authentic Brands

By John Burns, Associate Editor
March 26, 2015

WWE

WWE, Stamford, Conn., and Authentic Brands Group (ABG), New York, have named Tapout fitness lifestyle brand as the official fitness and training partner of the wrestling organization in a joint venture.

Tapout will be integrated across WWE’s global platforms, which include the WWE Network, live events, TV programs, pay-per-view broadcasts and digital and social media.

“Combining ABG’s strengths in retail brand development, licensing and distribution with WWE’s marketing expertise, global reach and passionate fan base, makes for a powerful partnership,” says Michelle D. Wilson, chief revenue and marketing officer for WWE. “The Tapout brand will enable us to expand into new product categories and further grow our current $1 billion consumer product retail business.”

WWE will create content that features its Superstars and Divas in Tapout gear, as the brand aims to push a fitness-centric message.

“WWE’s expansive reach provides a global platform to broaden Tapout’s presence and consumer base,” says Nick Woodhouse, president and chief marketing officer, ABG. “This is a powerhouse pairing given the synergy between Tapout’s brand promise to be the premiere hard-body fitness brand, and WWE’s commitment to training and fitness.”

For more information, visit wwe.com. — J.B.