Nostalgia is King: B.U.M Equipment Picks Brand Liaison for Licensing

Making a play for nostalgic Gen Z consumers, B.U.M. Equipment has chosen The Brand Liaison to help build out an extensive licensing program.
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License Global

November 5, 2019

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B.U.M. Equipment partners with The Brand Liaison to reach nostalgic consumers through licensing opportunities.

As part of the deal, the Brand Liaison will build upon the B.U.M. Equipment brand’s heritage by identifying new agreements for the classic brand. The Brand Liaison is currently seeking potential licensing partners and retailers across multiple categories including sportswear, activewear, footwear, loungewear, backpacks and other accessories. The licensing agency will also look for unique collaborations and retail programs with a multi-tier strategy.

“Today, we begin a new path through the appointment of The Brand Liaison to act as our Licensing Agent for our domestic markets,” says Stephen Wayne, equipment chairman, B.U.M. “It is the first time that B.U.M. has gone outside for representation with regards to licensing opportunities.

The Brand Liaison’s appointment comes as B.U.M has debuted a slate of new initiatives to bring the brand to a new audience. According to Wayne, recent

retailer partnerships and e-commerce rollouts have led B.U.M. to a healthy place for new licensing opportunities.

“In the past two years, B.U.M has signed several significant new licensing deals, bringing passion and a fresh perspective to the iconic lifestyle brand,” adds Wayne. The company also introduced its first e-commerce website earlier this month, which came as a result of the successful launch of its junior collection sold exclusively at Forever 21 and a young men’s capsule which was offered at Urban Outfitters. The addition of The Brand Liaison will bring a cohesive approach to expanding our Licensing Platform through their professional team.” 

B.U.M Equipment marks another classic brand taking to licensing to reach younger nostalgic consumers. According to 




Fashion Trend Report

, consumers that search for nostalgic 90s brands are 51 percent more likely to be 18-24 years old.

“We are witnessing a tremendous market trend involving the revival of iconic brands,” explains Steven Heller, president, Brand Liaison. “Maybe its consumers are harking back to easier, more harmonious times. But it’s much more than that [because] we are seeing the younger generations that didn’t live through these brands embracing iconic brands.”   

B.U.M Equipment joins classic brands such as 



Baby Phat

 that have found new opportunities through licensing. The nostalgic of younger generations, coupled with new retail opportunities globally, has proved a boon for the classic brands. You can read more about the licensing power of nostalgic brands by reading our 

recent analysis piece

 on the topic of early 2000s brands finding new life in 2019.

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