KKR in licensing deal with e-com venture Freecultr

MUMBAI: Shah Rukh Khan co-owned IPL team Kolkata Knight Riders has inked a licensing deal with apparel e-com venture, Freecultr, which will see the latter developing co-branded apparel lines ranging from polos, tees, denims, shoes, and accessories.

The partnership was brokered by The Wild East Group.

Besides launching branded apparels, the company will also develop KKR?s travel polos and create the range of apparel that will be available globally from the beginning of the 2012 IPL season.

"We are excited to announce our casual wear license agreement with Freecultr. The Kolkata Knight Riders prides itself in innovation and differentiation, and has decided to partner with Freecultr, an exciting and upcoming fashion brand that is making waves across the country, as opposed to working with a supplier," said KKR MD & CEO Venky Mysore.

"Our main objective has always been to continually keep our fans engaged, excited, and delighted and we believe this partnership will give our fans an added sense of pride as they become the brand ambassadors of the Kolkata Knight Riders."

The initial product assortment will be introduced simultaneously among eCommerce (,, traditional retail, and Eden Garden concession formats, as well as away games.

"We look forward to expanding our lifestyle brand presence within the exciting category of cricket and sports, with such a forward thinking and dominant brand as the Kolkata Knight Riders. We are confident our unrelenting focus on design, quality, and style will be a huge hit in the space and believe that the association between Kolkata Knight Riders and Freecultr is a winning partnership," said Freecultr CEO Sujal Shah.

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