“Athleisure” is a term that perfectly captures a specific market’s evolution. A crossover between casual and technical athletic, conceived to offer comfort with a fashion twist, it is more cultural than intrinsic, and gets a growing number of brands betting on it.

One of those is Head Sport GmbH, well known as a global manufacturer and marketer of premium sports equipment and apparel, which decides to enter the segment through the licensing model.

With Dobotex, a European license already in place, Head just signed a multi-year license for North America with SportLife Brands including basics, thermals and performance underwear, and lounge and sleepwear products for men’s, ladies, boys and girls.

SportLife Brands was founded in 1995 and with own brands Championship Gold, Chilli Peppers, Rugged Wilderness, Dri Fusion Tech has won many vendor of the year awards from various department store and retail chains.

According to Giuseppe Faranna, Vice President Division Manager at HEAD Sport GmbH, “SportLife Brands is the perfect group to manage the growth of the iconic HEAD branded underwear and loungewear with a serious focus back into the market”.

The range will launch spring 2017, and presented to the professionals on January.