NEW YORK, March 2 (UPI) -- Iconix Brand Group Inc. announced Monday that its junior brand, Candie's, has signed an exclusive partnership with U.S. pop star Britney Spears.
Spears will appear in the Candie's Only at Kohl's 2009 print, television, in-store and online marketing and advertising campaigns. Candie's and Kohl's also will be heavily integrated into all of Spears' upcoming promotional activities.
"I'm so excited to be the face for Candie's Only at Kohl's. Candie's and Kohl's are doing such great things with my tour. It's great to work with a line that has such cool clothes and accessories," Spears said in a statement.
Candie's and Kohl's will also be associate sponsors of Spears' upcoming tour beginning Tuesday, Iconix said.
"Britney's back and Candie's has her," said Dari Marder, chief marketing officer for Iconix Brand Group Inc. "We are thrilled to announce our partnership with Britney, which marks her first ever apparel endorsement. We've worked very closely with Britney's team to develop creative programs that will deliver exclusive opportunities to our Candie's consumers. There is a perfect synergy between our Candie's girls and Britney's fan base and to be able to partner with her during such a monumental time in her career is very exciting for the brand."