Juicy Couture ties up with NYC Alliance for sportswear

Authentic Brands Group has collaborated with NYC Alliance for the Juicy Couture brand for a line of sportswear.

Jarrod Weber, Group President (lifestyle), Authentic Brands Group, said, “Juicy Couture is one of the foundational brands at ABG. We are pleased to appoint NYC Alliance as a partner; we have no doubt they will deliver tremendous value to the brand. This is only the beginning of a renewed emphasis around Juicy Couture including a robust marketing strategy.”

As part of the partnership, NYC Alliance will be designing, producing and distributing branded sportswear products for women like tees, dresses, cardigans, tracksuits and more.

The deal further includes distribution rights ranging from department stores to specialty retailers as well as select multi-branded e-commerce throughout the United States and Canada.

Bo Guo, Chief Executive Officer of NYC Alliance, stated, “Juicy Couture pioneered the track category, permeating mainstream fashion and pop culture. In today’s competitive landscape, it’s imperative to leverage strong, recognizable brands that sit firmly in the minds and hearts of consumers. We’re excited to partner with ABG to continue the Juicy Couture legacy and introduce the brand to a new generation of tastemakers.”

The new collection will be available at retailers and Juicy Couture’s e-commerce platform in the fall/winter of 2020.