Moda Licensing has formed Joe DiMaggio LLC to handle all brand licensing and extensions of the baseball star worldwide.
There will be several sub brands - including Joltin' Joe DiMaggio and Joe DiMaggio: The Yankee Clipper - plus his signature, which will add further support to the main brand.
The immediate licensing opportunity will be around the 70th anniversary of DiMaggio's 56 game hitting streak for collectibles and apparel.
"Moda's focus will be on creating sustainable branded Joe DiMaggio licensed businesses," explained Michelle Alfandari, president and CEO of Moda Licensing. "We are developing a strategy that will leverage the strongest assets of DiMaggio's legend, fame and celebrity to a select range of consumer products and service. In addition to packaged goods and services, we will leverage DiMaggio's image for advertising, promotion and film."