GURUGRAM: Ironman, the premier global event of the cycling, swimming and running triathlon run by Wanda Sports Holdings, has named the city-based LicenseWorks as its official products licensing partner in India.
As per the agreement, LicenseWorks will extend the Ironman, Iron Girl and Ironkids brands in India to best-in-class manufacturers and retailers across all categories from apparel, footwear and fitness equipment to healthy food alternatives. It will develop a comprehensive execution strategy to enhance Ironman athletes’ and casual fans’ relationship with the brand beyond its events.
This will allow consumers to engage and be inspired in new ways through the association with a world-class and highly aspirational active brand that celebrates human achievement and a well-balanced lifestyle.
Since the 1986 launch of the top-selling Timex Ironman watch, Ironman has developed an impressive licensing program that generates more than $300 million annually in global retail sales.
The Ironkids brand, which promotes healthy and active lifestyles among youth, also produces a successful licensing initiative – including the popular Ironkids Gummy Vitamins. LicenseWorks will also be launching products geared towards fitness enthusiasts through IronSport powered by Ironman, which was launched in 2018.
Today, Ironman is the 93rd largest licensor in the world as reported by License Global Magazine in their annual Top 150 Global Licensors report. It recently announced its expansion into India for the first time in its history with the inaugural Ironman 70.3 Goa India triathlon on 20 October 2019.
“Ironman is excited to begin working with the team at LicenseWorks, who are known for their out of the box thinking and strong connections in the Indian market,” Ironman senior director of global licensing Nathalie Bishman said.
“As we continue to expand our brands globally and across product categories, we are looking for new and innovative ways to bring our brands to consumers across all athletic levels.”
LicenseWorks managing partner Rishabh Singla added: “We are delighted and honoured to have the opportunity to represent and build a strategic licensing program for such an iconic brand. We look forward to expand the Ironman, Iron Girl and Ironkids brands in India through strategic licensing partnerships across a range of product categories that will complement and reinforce their position in the core business.”
