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.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here