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Brewer AB InBev branches into clothing 11 March 2021 By Phoebe French Clothing design firm Erve Europe has announced a multi-year partnership with the word’s largest brewer, AB InBev, to launch a branded apparel collection. Image: iStock The deal, which was brokered by IMG, will see clothing designs featuring the brewer’s global beer brands including Becks, Budweiser, Bud Light and Stella. The casual-wear collection will feature t-shirts, hoodies, shorts, trousers, loungewear, underwear and socks. Launching in May this year, it will be sold across Europe in supermarkets, high street fashion outlets, department stores and online via the Erve website. Commenting on the move, Arno-Laurent Dieteren, global licensing manager at Erve Europe, said: “In line with our company’s mission to strive towards growth, we are thrilled to launch AB InBev beer-branded fashion in Europe. We feel confident, given our close partnership with IMG and o ....
1,032 Views Erve Europe has partnered with the video game developer, Psyonix to create an extensive collection of Rocket League apparel in a deal brokered by the licensing agency, IMG. The new Rocket League-branded line will include t-shirts, sweatshirts, hoodies, jackets, nightwear, socks, accessories, and more. It will all feature designs inspired by the game’s most loved cars and arcade style football concept. Tom Fabes, Erve Europe’s gaming license manager, commented: “We are very happy to be working with Rocket League. The game has been on our radar for a long time now. Reaction from retail has been very positive for the brand and we are looking forward to delivering products to consumers very soon. ....
2,050 Views Blizzard Entertainment has partnered with Erve Europe to bring its two giant gaming franchises, Overwatch and World of Warcraft to its gaming portfolio. Under the new deal, Erve will serve the European market with an onslaught of Overwatch and World of Warcraft products, including t-shirts, sweatshirts, pyjamas, shorts, socks, hoodies, and more. Since its launch over 25 years ago, World of Warcraft has proven itself to be a gaming phenomenon, boasting as dedicated fanbase that has helped fuel the success of its five game series, theatrical release, and licensing programme that continues to grow. Meanwhile, Overwatch has been a fan-favoured franchised since its 2016 debut. The team-based first-person shooter has its own esports league, and its sequel, Overwatch 2, is expected to be one of the biggest upcoming games to date. ....