The National Basketball Association has scored a multi-year licensing agreement with Air Val International, which will see the firm create a line of products in the personal care category for Europe the Middle East.
As part of the deal, Air Val will launch a range of NBA-branded Eaux de Toilette, gift sets, deodorants and shower gel this month.
The product line will target the NBA core audience of male teenagers and young adults.
More than 200 licensees manufacture, sell and market NBA-branded products currently. They are sold in more than 100,000 retail locations, in 100 countries on six continents. Some 30 per cent of merchandise sales are generated from outside the US.