Casual Male Retail Group Inc., Canton, MA, hopes a former world heavyweight champion helps the company knock out the competition.
The multichannel marketer said yesterday that it signed boxing legend and direct marketer George Foreman to an exclusive endorsement and licensing contract for all men's apparel, including big and tall apparel and accessories.
“Casual Male has never been marketed on a national level,” CEO/president David Levin said in a statement. “George Foreman's unparalleled track record as a product endorser and his global recognition will provide a major platform to launch a national advertising campaign that will reinforce the leadership position of the Casual Male brand.”
In spring 2004, Casual Male will introduce the George Foreman line of apparel and accessories in catalog and Web site as well as Casual Male stores.