FAM acquired the rights to Bally in January 2013 for North America for all women’s and men’s apparel, accessories, and lifestyle products, fitness accessories and food/beverage products including vitamin drinks and energy bars.
“Bally Total Fitness is a highly visible and prestigious fitness brand with an enormous following,” says FAM Brands Frank Zarabi, “a brand, in fact, that is synonymous with working out and a healthy lifestyle. We’ve had great success with it as a licensee and now as an acquired brand, it has a natural place in our brand mix. We are looking forward to taking it to the next level as owners, including an aggressive licensing endeavor. ”
Under the original licensing agreement, FAM Brands (www.fambrands.com) had already been manufacturing and marketing a comprehensive and affordably priced Bally Total Fitness women’s activewear collection, including tops, sports bras, bottoms, hoodies and more, for sale in sporting goods retailers and department and specialty stores. Additionally, a fitness accessories collection has been launched by FAM.
The latest is Cameo, a Montreal-based hosiery company, one of the first licensees to sign on. In October Camo will debut its soft launch of socks for the holiday. For Spring/Summer 2015, its full roll-out will arrive at retail stores by March. The line will feature about a dozen styles that will be sold in 3-packs for $5.99 and 6 packs for $7.99 to consist of technically advanced sport socks that perform as beautifully as they look. Features such as arch compression, half and full cushion soles, mesh top breathability, protective toes and reinforced heals are examples of the collection’s functionality and quality. The color palette will tie into the Bally Total Fitness design plan.
EMD and American Glory have also recently signed Bally Total Fitness licenses for swimwear and intimates and will launch those product categories for Spring 2015, as well. Several other deals are in the works and expected to be signed within the next few months.