Smiley rolls out sports fashion brand - Licensing.biz

Smiley rolls out sports fashion brand

New label to launch in February backed by Happy Sports campaign.
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Following the successful launches of its fashion lines, the Smiley brand is now turning its hand to sportswear.

The Smiley Company will launch a new line of sport and casual wear for all the family in February 2009. The style will be vintage, but with a modern touch, according to the firm.

The slogan supporting the brand will be 'Happy Sports', which will appear on both the clothes and in campaigns. The brand will be backed with advertising, promotional events and point of sale.

To further underline the positive Happy Sports message, the Smiley Company is planning to give away Smiley badges at stadiums during various games and tournaments. The aim is to remind everyone that sport should be fun.

"The Smiley sportswear range and Happy Sports ideal bring together fashion and an optimistic vision of sport - sport that embraces non-violence, generosity of spirit and respect for others alongside health, happiness and enjoyment," said Nicolas Loufrani, CEO of Smiley.

"We believe this concept will resonate with customers and suppliers, making this a hit both as a brand and a message."

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