SBD/September 17, 2013/Marketing and Sponsorship

Collegiate Licensing Co. Adds Dockers, Carhartt, G-III Starter As Clothing Partners

The Collegiate Licensing Co. has "signed on three new established clothing brands as partners: Dockers, Carhartt and G-III Starter," according to Kristi Dosh of ESPN.com. Dockers will "venture into the collegiate space for the first time with its 'Game Day Program' line, which will feature its khakis in two different fits: classic and alpha." The pants in this line "each have an internal stamp of the school slogan and an embroidered school logo on the exterior." Beginning this month, Dockers is "offering the new line for Georgia, Kentucky, Michigan, LSU, Illinois, Minnesota, Missouri, Oregon State, Texas A&M and Washington State." Dockers VP & CMO Adrienne Lofton Shaw said, "Know that very quickly -- within the next couple of months -- we're going to be expanding beyond these 10 schools." She added, "What we're seeing literally in Week 2 is a product that is totally blowing out immediately." Meanwhile, Carhartt's new line will "include school colors and team logos on outerwear such as jackets, knit hats and overalls." Fourteen schools "will be part of Carhartt's initial rollout." G-III Apparel Group next month, using the Starter label, will "re-launch its line of outerwear pieces for 14 schools" (ESPN.com, 9/16).
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