Slazenger to relaunch as trendy label

Slazenger is relaunching itself into the sportswear market, after signing a deal with street fashion house Joe Bloggs. The deal will give Joe Bloggs the rights to produce all Slazenger branded clothing for 1998.

The clothing line will target the 14-to-25 age range and will carry a redesign of the Slazenger panther logo and the strapline “Sheer Instinct”.

Slazenger has failed to capture the fashionable leisurewear end of the market in recent years. The Joe Bloggs deal is an attempt to reposition it as a trendy brand.

Slazenger signed tennis player Tim Henman last summer, just before the Wimbledon tennis tournament.

An international advertising campaign will be handled by Manchester-based Cheetham Bell.

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