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)
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