MICHELIN appoints Global Icons to develop brand licensing programme
MICHELIN, the globally renowned tyre brand and symbol of innovation, performance, and safety, has appointed Global Icons as its global brand licensing agency for strategic expansion into the outdoor & adventure, technical apparel, and sports & fitness segments.
Thepartnership aims to leverage Michelin’s unique heritage in mobility and materials technology to develop innovative, high-quality consumer products across a number of key lifestyle and performance categories.
“We are absolutely delighted that MICHELIN has chosen Global Icons to represent this prestigious brand,” said Jeff Lotman, CEO of Global Icons. “MICHELIN stands for excellence, trust, and technical superiority—qualities that align perfectly with our licensing philosophy. We look forward to building a programme that extends MICHELIN’S legacy into dynamic, high-growth product categories.”
We’re thrilled to partner with the team at Global Icons to develop a strategic program that integrates Michelin’s innovative technology into premium consumer categories.”, mentioned Shivam Saxena, Managing Director, Michelin Lifestyle Limited. “Their global influence and deep category expertise position them as the strategic partner of choice to elevate our brand into lifestyle territories with long-term impact. “
MICHELIN joins a portfolio of iconic international brands represented by Global Icons across multiple consumer sectors. The new licensing programme is expected to deliver fresh opportunities for global licensees and innovative brand experiences for consumers, rooted in MICHELIN’S legacy of performance and safety.
