Varsity Spirit, the leader in cheer and dance educational camps and competitions, announced the company’s long-term partnership with Fabletics, the active lifestyle brand launched by Kate Hudson in 2013.
As the official activewear partner for Varsity Spirit, Fabletics will elevate the spectator experience through a series of pop-up shops, custom collections and active lifestyle experiences at premier championship events nationwide.
Each season, Varsity Spirit hosts more than 900,000 athletes at over 600 competitions and has a deep commitment to the health and wellbeing of the young athletes who participate.
“Varsity Spirit takes pride in finding partners that share our commitment to empowering young female athletes to be strong and confident women. Like us, Fabletics connects to the passions of young women, and we know that the women who attend our events, especially the cheer and dance moms, will find tremendous value and fun in discovering and interacting with the Fabletics brand,” said John Newby, executive vice president of corporate partnerships. “We can’t wait to introduce Fabletics to the more than 1.4 million spectators that attend our championships each year.”
The partnership with Varsity Spirit builds upon a momentous year for Fabletics, in which the brand celebrated its fifth anniversary, debuted enhanced collections with more advanced performance functionality and expanded its presence into new communities across the country. The subscription service has more than 1.4 million members and 25 stores.
The series of Fabletics’ pop-up shops and experiences at Varsity Spirit events will enable the digitally native brand to bring its high-quality, high-value collections to life in an engaging, three-dimensional experience that allows visitors to touch, feel and engage with the brand.
“This exciting partnership gives Fabletics the opportunity to reach Varsity Spirit’s incredibly dynamic, passionate and spirited community on their turf. As a brand dedicated to inspiring an active lifestyle, we’re thrilled to team up with an organization committed to the well-being of young women,” said Ron Harries, Fabletics’ vice president of retail. “We look forward to collaborating in unique and innovative ways to bring the Fabletics lifestyle to America’s cheer and dance community.”
As Varsity Spirit’s exclusive 2018-19 and 2019-20 sponsor for activewear apparel, Fabletics will provide experiential pop-up shops at up to 20 premier championship competitions each season, and also have a presence at events held at the Walt Disney World Resort. Spectators will have the chance to preview, try and buy the latest Fabletics apparel in a setting that will also offer wellness activities such as yoga and meditation, as well as a lounge area for friends and family to relax and recharge. Fabletics and Varsity will also debut custom collections designed specifically with Varsity Spirit in mind.
Fabletics joins a list of Varsity Spirit partners, including Gatorade, Band and Skechers.