Bruce Lee Enterprises has signed an exclusive representation agreement for advertising licensing with Beanstalk.
The new partnership will aim to extend the personality rights of the iconic martial artist for use in advertising, long-term brand associations and select product opportunities.
Lee created a new martial art called Jeet Kune Do that incorporated mind, body and spirit while as an actor, Lee’s stardom redefined the perception of Asian Americans.
Today, Lee’s legacy of self-expression, equality and pioneering innovation continues to inspire people around the world.
“We feel privileged to work with the Bruce Lee family, who takes great care to preserve and share his philosophical teachings and entertainment legacy,” said Martin Cribbs, VP, brand management of Beanstalk’s Icon Representation service.
“Today, Bruce Lee’s social media imprint rivals the biggest pop music and movie stars in the world, with tens of millions of fans – 80 per cent of whom are in the most coveted 12 to 34 year old demographic.”
Shannon Lee, Bruce Lee’s daughter and CEO of Bruce Lee Enterprises, added: “We look forward to working with Beanstalk to spread my father’s message of mastery, hope and action across the world.
“Martin and the team at Beanstalk really understand and respect what we are trying to do, and we are excited to have their help and expertise in spreading the Bruce Lee love.”