The new collection will include a range of categories, including clothing, sleepwear, loungewear, swimwear, accessories, home decor, and seasonal items.
Lionel Messi, the iconic soccer player, has partnered with Centric Brands to launch a new line of merchandise.
This diverse collection, ranging from apparel for men, women, and children to accessories, bedding, and party supplies, promises a wider reach than previous attempts.
Centric Brands, a powerhouse in licensed apparel, acquired the rights from MGO Global, the former licensee.
MGO struggled to find success with the brand, focusing on a high-end, direct-to-consumer model.
Centric, known for its wholesale distribution network, sees potential in a multi-tiered approach targeting mass, mid-tier, department, and specialty stores.
Centric CEO Jason Rabin believes in the brand’s potential. He plans to create a more accessible product line, with distribution partners like Walmart, Target, JCPenney, and Kohl’s.
The collection will encompass various categories, including clothing, sleepwear, loungewear, swimwear, accessories, home decor, and seasonal items.
Rabin recognizes Messi’s appeal extends beyond his soccer skills. He sees Messi as a family man and a global icon, making him an ideal brand ambassador.
Messi himself is committed to the project and will be featured in a marketing campaign launching later this month.
Centric plans to sell the Messi brand not just in the United States but also in Central and South America, Europe, the Middle East, and eventually Asia.
This global reach, combined with Centric’s established distribution network, suggests a promising future for the Messi merchandise line.
While Messi stores aren’t planned immediately, the possibility is on the table. Rabin’s vision is clear: “Centric 2.0” is all about building for the future.
Their expansive New York City headquarters and new photo studio are testaments to this ambition.
The Messi deal may be the current spotlight, but Centric Brands’ expertise in the world of licensed apparel extends far beyond.
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