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“Sports Illustrated” tapped JCPenney for its first fashion and lifestyle collection.

Jan 10 2022

Sports Illustrated tapped JCPenney for its first fashion and lifestyle collection. Featuring an activewear line for men, women, and children including tracksuits, t-shirts, skirts, and outerwear, the activewear collection is part of a larger strategy from Sports Illustrated that includes NFTs, sports betting, and more as the 65-year-old brand reinvents itself for a younger audience. The line is “inspired by iconic moments in sports” and is available in more than 650 U.S. JCPenney stores. The Sports Illustrated x JCPenney collection follows the trend of media companies stepping into retail partnerships: YouTube channel First We Feast has worked with Walmart on frozen food kits; Barstool Sports partnered with Walmart to sell frozen pizza; BuzzFeed’s Tasty created meal kits with Hamburger Helper; and Cosmopolitan is selling a branded line of furniture and housewares with Wayfair. YPulse’s fashion and style research shows activewear is the top fashion trend Gen Z and Millennials are interested in. (Adweek)