Consumer brand company Sequential Brands Group has signed a long-term agreement with Chinese sports brand Guirenniao (GRN) to introduce the And1 basketball brand to China.
Under the agreement, GRN will develop and distribute a line of men’s and boys’ basketball apparel, accessories and footwear. The collection will launch across both traditional and digital retail channels next year.
Standalone And1 retail stores as well as women’s apparel and footwear are planned for 2018.
“With more than 300 million people in China playing basketball, and a rapidly growing interest in the sport, we see an incredible opportunity to engage with consumers in a critical market,” says Sequential active division president Eddie Esses.
GRN chairman Tianfu Lin says his company plans to invest substantially in making And1 a major sports brand throughout China. The brand has been around for nearly 25 years and is available internationally.
Sequential Brands Group owns, promotes, markets and licenses a portfolio of consumer brands in the home, fashion and active categories.
GRN has more than 4000 stores across China, where it is the only listed sports brand.
Established in 1987, GRN is building a universe of sports covering sports media, eCommerce, sports talent management, a campus sports program, multi-brand retail networks, and sports investment.