The MTV cable channel is often associated with programs that specialize in music , fashion , adventure and thrill. They came into the entertainment industry on 1 Aug, 1981 just shy of midnight. Their debut program “ Video killed the Radio Star ” by the Buggles changed the face of music in India and the rest as we know it is a success story.
MTV started out its clothing line with a collection of basic logo T-shirts. Now it has finally moved on to its first lifestyle and activewear collection.
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Partnership and Deals :
Capelli Sport, a 30-year-old manufacturer and importer of apparel, footwear and accessories formed a new partnership with MTV. The deal is signed by Paramount Global and MTV in order to cobrand a licensed collection of activewear for men and women.
Image source : Capelli sport
Barry Shashoua, executive vice president of Capelli New York said “The collection is a “true sports line” that comes in five styles for men and eight for women in a range of colors and patterns .”
Menswear and Womenswear :
Technical mesh T-shirts, seamless half zips, joggers, hoodies and jackets are under the belt of the men’s line. Whereas the womenswear comprises seamline longline bras, performance T-shirts, long-sleeve cropped tops, unitards, leggings, hoodies and joggers.
Image source : Capelli Sports
“MTV altered the way we saw music in 1981, and as such we’re aiming to transform that energy into lifestyle clothing for the next generation,” said Liz Altirs, creative director of Capelli Sport. “The goal was to incorporate dance, music, fashion, and sports in an effortless manner without jeopardizing comfort, style, or performance. We’ve paired four-way signature stretch jacquards and functional knit-in logo treatments with high-tech clothing. Every piece is meant to groove and move..”
Image source : Capelli sport
The designs feature co-branded detailing on the sleeves, waistbands, and other parts of the garment, and encompass energetic allover patterns in vibrant colors to more subdued options for fashion.
The clothing selection is available for purchase on Amazon and the Capelli website, with prices ranging from $55 to $160.
Youth Centric Approach
According to Shashoua , this partnership is a result of Capelli’s licenses for Nickelodeon, when it began to manufacture recreational balls for soccer, football and other sports for the network.
Further he added “We were trying to seek out an apparel partner ”, and started communicating with Paramount, which is the owner of both that children’s-skewed channel and MTV.
Although Capelli also owns the Ellen Tracy and Caribbean Joe brands, Shashoua claimed that over the previous 11 years, the company has been concentrating more on sports and clothing. Thus, “we thought MTV would be the perfect fit” after realizing Nickelodeon was not the best partner with which to do apparel, he said.
Joann Guevara, senior vice president of softlines for Paramount, said that when MTV was celebrating its 40th anniversary two years ago, it leaned more heavily to its roots. Hence Capelli approached the company and planned an effective way to “celebrate youth culture and capture what that represents on apparel pieces.”
Image source : Capelli sport
She said for MTV the collection is the “first step into true performance wear,” and not just the first move into lifestyle apparel .
A series of promotional strategies will be employed to market the line especially in the form of videos and on social media as well as through ads on youth-centric websites.The contestants of the reality competition show “The Challenge,” as stated by Guevara, will also be donning the Capelli MTV series.
The two businesses intend to carry on collaborating in the future if the line is a success. Shashoua stated, “This is the first step.” Capelli Sport can see the MTV collection expanding in the future because it manufactures an array of fitness gear for other brands, which includes pickleball racquets, yoga mats, and kettlebells.
“But before taking it to retail and adding another category , we have to make sure we hit a home run here,” Shashoua pointed out.
