Unlimited Footwear Group, Gap Announce Licensing Deal

Unlimited Footwear Group (UFG) announced a new strategic licensing partnership with Gap to design, produce and distribute Gap branded footwear throughout the entire European Union, the U. K., Switzerland and Scandinavia, in a deal brokered by IMG. 

This announcement is the latest proof point in Gap’s ‘partner to amplify’ strategy, which focuses on working with companies to deliver cross-category product extensions that increase consumer touchpoints and drive brand loyalty while supporting the business in a new and cost-effective way.  

The upcoming footwear collections will reflect Gap’s values of producing elevated, well-made and responsibly produced products through iconic casual styles that are clean, confident and accessible. The first Gap footwear collection by UFG for men, women and kids is scheduled to launch in spring/summer 2023.  

“Partnering with licensees such as Unlimited Footwear Group gives us the opportunity to amplify our strong, globally relevant brand and extend its reach to customers around the world,” says Adrienne Gernand, managing director, international, global licensing and wholesale, Gap. “Through these licensing partnerships, we are able to grow our non-apparel categories and establish Gap as a lifestyle brand that delivers style for all stages in our customers’ lives.”   

“We are thrilled to add Gap to our licensing portfolio and we look forward to working closely with the Gap team on many footwear collections to come,” says Bart van Helvoirt, chief executive officer, Unlimited Footwear Group. We are committed to leveraging our 30+ years of experience in the footwear industry to continue to grow the Gap brand awareness and international reach.”  

In partnership with Gap, UFG’s Next Level Brands division, part of Unlimited Footwear Group, will manage the Gap Footwear collections. Next Level Brands plans to launch two collections a year at a mid-price level and will distribute through its international sales network of both multi-brand fashion and sports retail and through wholesale and various online platforms.