- Sara Ehlers |
Los Angeles - Activewear brand Beachbody recently decided to expand into other retail categories. The company, known for its affiliation with fitness programs P90x and Insanity, just announced its appointment of Global Brand Partners (GBP) Pre. Ltd. With the new partnership, GBP will help Beachbody to develop its footwear and apparel brands.
GBP has launched several footwear and apparel brands that have continue to escalate internationally. In teaming with Beachbody, GBP will help the company develop new products including technologically advanced fabrics and lifestyle collections that have a pertinent focus on fitness. “At Beachbody we’ve been discussing for years how its a natural fit for us to offer branded footwear and apparel to the Beachbody community and beyond, and now that we have the right partner, we’re doing it,” said Jon Congdon, co-founder, president and CMO of Beachbody. GBP has decided to pair with Beachbody due to their impressive reputation in the active community. “The fitness industry is currently experiencing huge growth globally and Beachbody has an authentic fitness heritage,” said Killick Datta, chief executive officer of GBP. The new products will be available globally through retailers and distributors, which are not yet disclosed to the public. However, GBP has confirmed that it will be showing the Beachbody footwear and apparel collections at major fitness and sports tradeshows in Europe, Asia, and the U.S.
Beachbody and GBP partner for fitness collection
Specifics on the collection have not yet been disclosed, however it will primarily focus on activewear. As Beachbody is primarily targeted at those in the fitness community, the clothes and footwear will similarly follow suit. Also, as athleisure is growing; Beachbody and GBP are both determined to expand into apparel while the market is still emerging. “It’s the right time to partner and help extend [Beachbody] into footwear, apparel and accessories through our vast [experience],” said Datta.
Beachbody, based in Santa Monica, was founded in 1998 by Carl Daikeler and Jon Congdon. The company’s venture in fashions shows growth from just providing fitness services. Beachbody has grown into a popular fitness company due to its successful fitness programs including 21 Day Fix, P90x, and Insanity. Currently, its programs are available in over 120 countries through beachbodyglobal.com.