WWE and Authentic Brands Group have launched a new joint venture that names the Tapout fitness lifestyle brand as the official fitness and training partner of the professional wrestling organization.

Tapout will be integrated across WWE’s global platforms including TV programming, WWE Network, pay-per-view broadcasts, live events, digital and social media.

WWE will also create new content featuring its Superstars and Divas in Tapout apparel. Additionally Tapout branding will be featured at the WWE Performance Center in Orlando, Fla., and all performers, trainers and staff will be outfitted in Tapout workout apparel.

“Combining ABG’s strengths in retail brand development, licensing and distribution with WWE’s marketing expertise, global reach and passionate fan base, makes for a powerful partnership,” says Michelle D. Wilson, chief revenue and marketing officer, WWE. “The Tapout brand will enable us to expand into new product categories and further grow our current $1 billion consumer product retail business.”

The newly repositioned Tapout brand aims to preserve the original brand essence with a hard-body, fitness-centric message positioned around motivation, discipline and determination.

An all-new line of Tapout men’s and women’s performance apparel and accessories will launch at retail in spring 2016 and the new Tapout branding will begin to roll out in key categories this year starting with beverages, supplements and fitness centers.

“WWE’s expansive reach provides a global platform to broaden Tapout’s presence and consumer base,” says Nick Woodhouse, president and chief marketing officer, ABG. “This is a powerhouse pairing given the synergy between Tapout’s brand promise to be the premiere hard-body fitness brand, and WWE’s commitment to training and fitness.”