Agent believes brand will be 'pre-eminent symbol for a fit, healthy and luxury-infused lifestyle'.

Epic Rights flexes its muscles to bag Madonna’s Hard Candy Fitness brand

Epic Rights is to represent Madonna’s Hard Candy Fitness brand.

A partnership between New Evolution Ventures, Madonna and her manager Guy Oseary, the Hard Candy Fitness brand will be showcased by Epic at next month’s Licensing Expo in Las Vegas.

Epic Rights will develop and expand on the global merchandising and licensing rights, with the day to day effort led by Dan Levin, who spearheads the Epic Rights Celebrity & Lifestyle division through its strategic alliance with Prominent Brand + Talent.

"Hard Candy Fitness is an exciting brand founded by Madonna and inspired by her passion for fitness and health," said Dell Furano, CEO of Epic Rights. "The campaign we are establishing for Hard Candy Fitness will align with Madonna’s dedication to personal excellence.

"Currently the brand operates clubs in destination cities around the world and develops innovative group programming that integrates fitness, dance, music and entertainment elements that will be incorporated into our global plans for expansion.

"With Madonna about to begin an international concert tour, her visibility will be especially prominent as we move forward."

Levin added: "As Madonna is to music, pop culture and fashion, we believe Hard Candy Fitness will be the pre-eminent symbol for a fit, healthy and luxury-infused lifestyle.

"We will develop a global program designed to complement the core Hard Candy Fitness brand elements – music, dance, entertainment, hard/harder/hardest workout mentality – to create a vast array of opportunities for consumer engagement."

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