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Epic Rights to rep Madonna's Hard Candy Fitness for merchandising, branding

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MUMBAI: Epic Rights, a full-service global merchandise, licensing and social media marketing company, has been named to represent Madonna’s Hard Candy Fitness brand.

Epic Rights will develop and expand on the global merchandising and licensing rights for the brand.

Hard Candy Fitness is a partnership between New Evolution Ventures, LLC, Madonna and her manager Guy Oseary.

Epic Rights CEO Dell Furano said, “Hard Candy Fitness is an exciting brand founded by Madonna and inspired by her passion for fitness and health.  The campaign we are establishing for Hard Candy Fitness will align with Madonna's dedication to personal excellence. Currently the brand operates clubs in destination cities around the world and develops innovative group programming that integrates fitness, dance, music and entertainment elements that will be incorporated into our global plans for expansion. With Madonna about to begin an international concert tour, her visibility will be especially prominent as we move forward.”

Leading the day-to-day effort for Hard Candy Fitness is Dan Levin, who spearheads the Epic Rights Celebrity & Lifestyle division through its strategic alliance with Prominent Brand+Talent. Levin will oversee the development and implementation of the brand extension program. Epic Rights will present the Hard Candy Fitness brand to potential partners at the upcoming Licensing Expo in Las Vegas.

"As Madonna is to music, pop culture and fashion, we believe Hard Candy Fitness will be the preeminent symbol for a fit, healthy and luxury-infused lifestyle," said Levin. "We will develop a global program designed to complement the core Hard Candy Fitness brand elements--music, dance, entertainment, hard/harder/hardest workout mentality--to create a vast array of opportunities for consumer engagement," said Levin.

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