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WWE, Authentic Brands Group Launch New Lifestyle Fitness Brand

WWE and Authentic Brands Group LLC (ABG) have launched a joint venture for Tapout, a newly repositioned fitness lifestyle brand. Tapout is now the official fitness and training partner of WWE, and will be integrated across WWE’s global platforms, including TV programming, WWE Network, pay-per-view broadcasts, live events, and digital and social media.

As part of the partnership, WWE will create new content featuring its Superstars and Divas in Tapout apparel and market the brand across all platforms. Tapout branding will also be featured at the WWE Performance Center in Orlando, Fla., and all performers, trainers, and staff will be outfitted in Tapout workout apparel.

The new line of men’s and women’s performance apparel and accessories will launch at retail next spring. New Tapout branding and packaging will roll out in key categories throughout this year, starting with beverages, supplements, and fitness centers.

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