Enter Bruce Lee!
Rocket launches new UK licensing campaign for legendary martial arts star
Rocket Licensing has been chosen by brand owner Bruce Lee Enterprises to
coordinate a licensing campaign in the UK and Irish market for the most
famous name in the history of martial arts.
Bruce Lee attained worldwide renown through such classic 1970s films as Fist of Fury and Enter the Dragon, along with his role as founder of the Jeet Kune Do martial arts method. Awareness of the Bruce Lee name has remained strong in the nearly 40 years since his meteoric rise to fame. His spirit remains an inspiration to an untold number of people around the world, including teens, martial artists, and modern martial arts fans, some of whom view Bruce Lee as the father of mixed martial arts.
Demand has always existed for Bruce Lee-branded product. However, when Shannon Lee launched Bruce Lee Enterprises to manage her father’s licensing rights, a truly coordinated campaign was enacted. With the strong backing of the Lee family, significant pent-up demand, and multiple Bruce Lee projects, including the eagerly awaited documentary “I Am Bruce Lee”, due this year, a real opportunity exists to extend this iconic brand into the UK and Irish market.
Independent licensing company Rocket has eagerly grasped this unique opportunity. Rocket plans a focused campaign in the key categories of apparel, accessories, gift, house wares, textiles, interactive, fitness and nutrition with the aim of bringing product to retail as early as next year.
The Bruce Lee brand combines the values of heroism, inspiration, action, power and grace with a pioneering spirit and classic style, giving the brand a strong appeal to a wide age range. The core target market is expected to be among males aged 16 plus, and over 35.
Rocket is especially well positioned to bring the Bruce Lee name to this market, having successfully managed campaigns for such iconic brands as Rocky, Atari and the Dangerous Book for Boys.
Alex Stephens, SVP Licensing at Bruce Lee Enterprises, says: “The UK and Irish market has been waiting on this for a long time and now — with the help of Rocket Licensing and the growing popularity of the Bruce Lee name — we believe this campaign will be enormously popular among licensees, retailers and consumers.”
Rob Wijeratna, Joint Managing Director of Rocket Licensing, adds: “Bruce Lee’s impact spans cultures, generations and lifestyles. In his short life he secured a permanent place in history, pop culture and the hearts of fans everywhere. We’re therefore delighted to be embarking on this journey, working together with Bruce Lee Enterprises, in bringing this classic brand to the UK and Irish market.”
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