WWE, Stamford, Conn., and Authentic Brands Group (ABG), New York, have named Tapout fitness lifestyle brand as the official fitness and training partner of the wrestling organization in a joint venture.

Tapout will be integrated across WWE’s global platforms, which include the WWE Network, live events, TV programs, pay-per-view broadcasts and digital and social media.

“Combining ABG’s strengths in retail brand development, licensing and distribution with WWE’s marketing expertise, global reach and passionate fan base, makes for a powerful partnership,” says Michelle D. Wilson, chief revenue and marketing officer for WWE. “The Tapout brand will enable us to expand into new product categories and further grow our current $1 billion consumer product retail business.”

WWE will create content that features its Superstars and Divas in Tapout gear, as the brand aims to push a fitness-centric message.

“WWE’s expansive reach provides a global platform to broaden Tapout’s presence and consumer base,” says Nick Woodhouse, president and chief marketing officer, ABG. “This is a powerhouse pairing given the synergy between Tapout’s brand promise to be the premiere hard-body fitness brand, and WWE’s commitment to training and fitness.”

For more information, visit wwe.com. — J.B.