The Brand Liaison Expands Lifeguard Brand

Additional categories have been introduced in the program.
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License Global

August 4, 2021


In collaboration with Icarus Capital, The Brand Liaison has announced the expansion of the aspirational beach and lifestyle brand Lifeguard. 

Building on its apparel program, strategically placed in beach, resort and airport channels, The Brand Liaison will seek to expand the Lifeguard brand, including the + sign logo and the Mountain Rescue, Ski Patrol and Beach Rescue brands.

“This brand is quietly one of the most current and iconic brands on the surf and beach scene today,” says Steven Heller, president, The Brand Liaison. “It’s so simple and so noticeable.”

Lifeguard apparel includes T-shirts, hoodies, sweats, swimwear and other sportswear sold primarily in travel and resort channels. 

As part of its multi-tiered licensing strategy, The Brand Liaison will seek to expand the Lifeguard brand into additional apparel and accessories such as outerwear, sleepwear loungewear,  undergarments, sunglasses and prescription eyewear, and travel goods as well as outdoor sporting products, including beach

towels, beach chairs, pool toys and floats, coolers and hydration and all water sports and sporting equipment, and health and beauty aids and suncare

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