Sportswear, activewear and outdoor brands lead Brand Liaison roster of apparel brands.

License Global

August 24, 2021

3 Min Read

Corresponding with the post pandemic trends of cool, comfortable athletic and outdoors brands, The Brand Liaison has added several top apparel and footwear brands including Bearpaw, Lifeguard, Echelon Fitness, The American Outdoorsman, and the popular “The Comfy” brand made famous from Shark Tank.

“We have always been at the forefront of fashion, but consumers tastes have moved from high fashion to being comfortable and active,” says Steven Heller, president, The Brand Liaison. “So, this allows us to work with some of the top brands in sports, activewear and outdoors, on both the brand side and the licensee side.”


As an example, for beach and water sports enthusiasts, The Brand Liaison represents Lifeguard, one of the most current and iconic brands on the surf and beach scene today. Whether it’s for a swimmer, a surfer, or someone who just wants to look cool, Lifeguard offers bold fashion forward designs with the durability needed for active sportswear. Building on its established premium apparel program, strategically placed in beach, resort and airport channels, The Brand Liaison is expanding the Lifeguard Brand, including the iconic + sign logo and its Ski Patrol, Mountain Rescue and Beach Rescue sub-brands, into additional apparel and accessories such as outerwear, sleepwear, loungewear and undergarments, sunglasses and Rx eyewear, and travel goods as well as outdoor sport products, including beach towels, beach chairs, pool toys and floats, coolers and hydration, HBA Suncare and all water sports and sporting goods equipment.

Similarly, Echelon Fitness is now one of the leading home fitness brands with its members enjoying over 3 million classes per month working out on Echelon Fitness bikes, rowers, treadmills and more. Echelon Fitness products are sold at major retailers including Walmart, Dicks Sporting Goods and QVC, and and the licensed products will follow the same channels of distribution plus others. Licensed programs include apparel, fitness accessories and select DTR programs at major US retailers coming this fall.

In the great outdoors, Brand Liaison represents the apparel brand The American Outdoorsman and the footwear brand Bearpaw. The American Outdoorsman program from Castlewood Apparel Group is based on the 25-year-old weekly hunting & fishing TV, internet and radio shows that showcase the ultimate enjoyment in hunting, fishing, travel and outdoor adventure. The current American Outdoorsman brand products include aspirational apparel and footwear featured at Sams, JC Penney’s, Off Price and Sporting Goods channels.

Bearpaw has built its 100 Million Dollar Brand on comfortable, fashionable and value footwear, boots, slippers and casual footwear at all major retailers including Macy’s, Off-Price, Clubs, and even QVC, as well as their diffusion brand PAWZ by Bearpaw at Walmart. With The Brand Liaison, current Bearpaw licenses include comfy socks and sleepwear, cold weather accessories, and a full line of cozy home fashions, throws and blankets.

Finally, in addition to its brand representation, The Brand Liaison also represents manufacturers for license acquisitions of brands where its clients have licensed brands such as Puma, Reebok, Under Armor, Voit and outdoors brands such as Eddie Bauer and Coleman.

For The Comfy, the original oversized, wearable blanket seen on Shark Tank, The Brand Liaison has secured licenses with Disney, Marvel, Star Wars and many top colleges and universities. The Comfy mass popularity has catapulted this patented product into one of the top 5 most successful products ever on Shark Tank and Barbara Corcoran’s most successful investment from the show. The Comfy products are currently available online and in over 5,000 retail doors across the United States including Macy’s, Kohls, Target, Costco, and are featured on QVC.

To learn more about activewear and outdoors licensing opportunities, visit

or email [email protected].


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License Global

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