9 January 2024
Smiley® Sports, an exciting new sports lifestyle brand, is set to launch in Q3 2024, bringing a fresh and vibrant approach to active living. Targeting young adults, Smiley Sports official merchandise is focused not on winning, but instead on making daily sports more fun and accessible for everyone.
Nicolas Loufrani, CEO, The Smiley Company, reflects on the evolution of Smiley’s sports icons. “I began creating Smiley sports emoticons in the late ’90s to enhance digital communication around sports; they were mostly based on balls but also used accessories like boxing gloves or skateboards,” Loufrani notes. “We are now proud to take the concept to wider audiences in this joint venture with the company behind the Market success story and the famous Smiley basketball, which has become an icon of streetwear.”
Smiley Sports embodies our core values of community, fun, well-being, and friendship. Unlike traditional sportswear, which often emphasises competition and excellence, Smiley Sports focuses on making sports accessible and enjoyable for everyone.
The Smiley Sports philosophy aims to counter the prevailing narratives in sportswear by fostering a sense of inclusivity and joy. Research indicates that many young people are disengaging from traditional sports, feeling that it lacks the fun and excitement found in esports and digital games or that they will never be good enough. This trend is contributing to societal issues such as obesity, poor health, and social isolation. Smiley Sports seeks to address these challenges by making sports a more entertaining and engaging activity, promoting an active lifestyle through a sense of community and fun, where you don’t have to be the best—just enjoy, stay active, and connect.
“Smiley Sports is more than just a brand; it’s a movement towards healthier, happier communities,” said Ross Wilson, Chief Product Officer – Fashion, The Smiley Company. “We believe that sports should be accessible and enjoyable for everyone, regardless of age or skill level. Our mission is to inspire people to get out and play, to connect with others, and to experience the joy that comes from being active together.”
Smiley Sports brand is designed with a streetwear philosophy to reinvigorate the enjoyment of sport, bringing a new creative brand targeted at delivering both style and functionality for young adults. The first collection will include both a core signature brand collection and a Basketball targeted collection. Future collections will continue to build product lines for a wide array of individual sports, each with their own unique sport targeted icon and product set, including collections for Tennis, Golf, Boxing and more.
Each targeted collection includes playful apparel, performance apparel, accessories and innovative sports equipment, crafted to the highest standards of quality and durability, ensuring they can withstand the rigours of daily use while keeping the fun front and centre.
As part of its commitment to promoting active lifestyles, Smiley Sports will also engage in community initiatives and events aimed at encouraging participation in sports and physical activities. These efforts will further the brand’s goal of making sports a positive and inclusive experience for all.
Smiley Sports launch marks an exciting new chapter for The Smiley Company, building on a legacy of bringing joy and positivity to people around the world. With its vibrant designs and community-focused mission, Smiley Sports is poised to become a beloved brand in every sport.
Stay tuned for more details as we approach the official launch of Smiley Sports in Q3 2024.
As featured by TotalLicensing.com. Read their full coverage of Smiley Sports: New Sports Lifestyle Brand Launches.
About Smiley Sport
Smiley Sport is a new sports lifestyle brand designed for the whole family, launching in mid-2024. As the official merchandise of the Smiley Sport Recreation Division, the brand is dedicated to making daily play more fun and accessible for everyone. With a focus on community, well-being, and enjoyment, Smiley Sport brings a fresh and joyful approach to sports, encouraging active lifestyles through vibrant, high-quality gear that embodies the spirit of play.
About The Smiley® Company:
The Smiley Company is a global leader in licensing, renowned for its iconic Smiley brand that spreads positivity and happiness across various products and collaborations. With a commitment to innovation and excellence, The Smiley Company continues to inspire joy in the hearts of consumers worldwide through its diverse range of licensed offerings.
Smiley has been spreading joy and optimism to generations since French journalist Franklin Loufrani created the trademarked brand in 1972.
Originally a gesture to urge readers of the newspaper France-Soir to ‘Take the Time to Smile’, soon this ubiquitous symbol of happiness became the most recognised and important icon in graphic design.
In 1996 Nicolas Loufrani, son of Franklin, took over the helm, steering Smiley into the digital revolution. Creating a whole new way of communicating, he added a variety of facial expressions to the original Smiley – his emoticons are now sent around the world infinitely.
Continuing to influence modern culture, Smiley is one of the world’s top global licensing enterprises collaborating on high-profile activities spanning fashion, art, homeware, food and beverage. Major partnerships have included Loewe, Moschino, Raf Simons, Eastpak and LA-based Market, who produce the Market Smiley Baseball – a cultural icon.
Maintaining Smiley’s friendly mantra, Loufrani created Smiley Movement in 2017. The non-profit community works across multimedia platforms aiming to inspire positive change in society addressing urgent societal and environmental problems.
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Over 531 across key categories; Fashion & Accessories. Home & Gifting. Hi Tech. Health & Beauty. Stationery & Publishing. Toys and Games. Food & FMCG. Jewellery & Watches