Rocky Enters Ring with Streetwear Leader UNDFTD

Posted October 27, 2011

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Leading licensing agency Brandgenuity brokers deal between iconic film & top athletic boutique
New York, October 27, 2011 – New York-based licensing agency, Brandgenuity, announced today that MGM Studios has partnered with streetwear industry leader Undefeated to develop a line of tee shirts, snapback hats, knit hats, crewneck sweatshirts, and hoodies for the film Rocky in celebration of its 35th anniversary this year.

The complete line of Rocky inspired items includes over 20 pieces and will outfit fans of the film and streetwear enthusiasts this holiday season. The extensive line of athletic apparel and accessories features items based on the lead character, Rocky Balboa, as well as some of his most note-worthy opponents, including Apollo Creed and Clubber Lang. The entire line can be purchased via and specialty boutiques across the country.

“We are thrilled to be partnering with Undefeated,” said Tricia Samuels, Executive Director, Worldwide Licensing – Consumer Products, MGM Studios. “They have enormous passion for Rocky and it shines through in all of the products they designed for this collection. Both fans of Rocky and Undefeated will undoubtedly be keyed up for the launch this holiday.”

Leading brand licensing agency Brandgenuity brokered the deal between MGM and UNDFTD. The New York-based agency began representing part of MGM’s film library in 2007 and added the remainder of films to their portfolio, including Rocky, in 2010. UNDFTD is the latest to join the MGM consumer products family, which is comprised of dozens of licensees in categories including apparel, accessories, collectibles, slot machines, lottery, seasonal costumes and more. MGM products can be found at retailers ranging from Wal-mart and Target to Nordstrom and specialty boutiques.

Not only is the Undefeated brand rooted in athletic-inspired design and culture, but Undefeated co-founder, James Bond, was born and bred in Philadelphia, the setting of the Rocky series. Bond felt a strong connection to the second and third editions of the movie franchise. “I felt that Rocky’s love and passion for the fight was really portrayed in Rocky II and Rocky III.” When describing his hometown, Bond says “Philly is a lot like Rocky in that it maintains its pride and has incredible resilience and a lot of heart.”

About Metro-Goldwyn-Mayer Studios Inc.
Metro-Goldwyn-Mayer Studios Inc. is actively engaged in the worldwide production and distribution of motion pictures, television programming, home video, interactive media, music, and licensed merchandise. The company owns the world’s largest library of modern films, comprising around 4,100 titles. Operating units include Metro-Goldwyn-Mayer Studios Inc., Metro-Goldwyn-Mayer Pictures Inc., United Artists Films Inc., MGM Television Entertainment Inc., MGM Networks Inc., MGM Distribution Co., MGM International Television Distribution Inc., Metro-Goldwyn-Mayer Home Entertainment LLC, MGM ON STAGE, MGM Music, MGM Consumer Products and MGM Interactive. In addition, MGM has ownership interests in domestic and international TV channels reaching over 130 countries. For more information, visit

Launched September 11, 2002, Undefeated was created to answer the call of the sports and sneaker enthusiast. Founded by James Bond and Eddie Cruz, Undefeated is the originator of the limited-edition sneaker emporium and responsible for laying the foundation for most of the sneaker boutiques around the world. The store became as well-known for their exclusive product as it did for the throngs of consumers waiting outside of their stores for each sneaker launch. Drawing on the success of its already steady retail business, Undefeated decided to jump into the apparel sector in 2007.

The idea behind each collection is to create wearable stylish sportswear for men that draws on the inspiration of the before and after acts of sports and the ethos of the different branches of the military and home town sports teams. It uses the idea of uniforms in both selection of material and color palette. Undefeated has collaborated with companies like Nike, Converse, Dickies and Vans on apparel and footwear and are known for their unique ties to music and art. The apparel collection can be found in specialty boutiques nationwide and at Undefeated stores in California and Japan.

About Brandgenuity LLC
Brandgenuity LLC is a leading independent brand licensing agency based in New York. The agency was voted #1 Licensing Agency of the Year 2008 by a leading industry publication. Brandgenuity extends world-class brands into new categories to build awareness and generate incremental revenue. Turnkey licensing services include strategic licensing planning, prospecting, legal support & contract negotiation, and retail development. The agency’s clients include Food Network, Church & Dwight, Pabst Brewing Company, MGM Studios, Harlequin Enterprises, The Juilliard School, World Poker Tour, Kathy Davis Studios, Laura Mercier, FX Network, Chris Madden and The Really Useful Group (The Phantom of the Opera) among others.

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Rachel Humiston
Brandgenuity LLC