Escalade Inc. (NASDAQ: ESCA), through its wholly owned subsidiary Escalade Sports, will launch its new Ironman- and Irongear-branded products at The Super Show in Las Vegas in January. The company announced this week it has signed a multi-year North American licensing agreement with Ironman Properties granting Escalade Sports rights to the Ironman brand name for fitness products including dumbbells, weight plates, barbells, weight sets, exercise accessories, and the Irongear brand for weight benches and single and multi-station exercise machines. "The Ironman and Irongear brand licensing agreement enables Escalade Sports to produce high-quality, durable fitness products under a performance-oriented brand name that will delight both consumers and retailers alike," said Dan Messmer, Escalade president. Escalade Sports will leverage the Ironman brand's characteristics to establish a branded presence in the fitness category. Ironman-branded products will be distributed through sporting goods and box distribution channels, while Irongear-branded products will be distributed through mass-market channels.
SNEWS View: Ironman has leveraged its name well, even making non-athletes aware of the name and prompting them to seek out the brand. In July, SNEWS covered a licensing agreement between Ironman and Keys. With good consumer awareness of the Ironman name, being able to market products with it can be a boon to a company's business.