The deal allows FREECULTR to create co-branded polos, t-shirts, denims, shoes and accessories just in time for the season opening today. The apparel, accessories and footwear will be available globally online, at retail and at concession.
"We are excited to announce our casual wear license agreement with FREECULTR," says Venky Mysore, managing director and chief executive officer, KKR. “KKR prides itself in innovation and differentiation, and is excited about its partnership with FREECULTR, an exciting and upcoming fashion brand that is making waves across the country, as opposed to working with a supplier. Our main objective has always been to continually keep our fans engaged, excited and delighted and we believe this partnership will give our fans an added sense of pride as they become the brand ambassadors of KKR.”
“This is the first time a traditional sports team in India is partnering with a hot, new eCommerce fashion lifestyle brand," says Sid Shah, president, The Wild East Group. "Strategically, this is completely aligned with KKR’s brand positioning in the country, they have always been known to lead the league in fresh and innovative partnerships, and are always looking for ways to delight their fans on and off-season, We were honored to have been able to ideate and develop the partnership on their behalf."