Crisp Fits: Poetic Brands Signs Apparel Deal with Walkers

IMG brokered a deal to bring Walkers-branded T-shirts, shorts and more to market.

January 18, 2022

Shirts from the Walker's chips collaboration with Poetic Brands

Poetic Brands/IMG/Walkers

Apparel licensee Poetic Brands has partnered with food brand Walkers to launch a range of adult apparel in the U.K. and Ireland, through a deal brokered by Walkers’ licensing agency, IMG.

The apparel collection will include sweatshirts, T-shirts, joggers, shorts and more, all taking inspiration from the brand which originated in 1948 and quickly became the most popular crisp (or potato chip) brand in the U.K.

“Walkers is a dream property to work with as it holds a place in the hearts of many,” says Elliott Matthews, managing director, Poetic Brands. “We’re having fun with the iconic logo and branding for this collection and creating some on-trend pieces which are sure to be a hit.”

“The Walkers brand is instantly recognizable and has a timeless appeal that is loved by consumers of all ages, which will be highlighted throughout this apparel collection with Poetic Brands,” says Sam Barker, senior licensing director, IMG.