Madonna to expand the Hard Candy Fitness brand into retail products

PRESS RELEASE:

Epic Rights, the full-service global merchandise, licensing and social media marketingcompany,has been named to represent theHard Candy Fitnessbrand,a partnership between New Evolution Ventures, LLC, Madonna and her manager Guy Oseary. Epic Rights will develop and expand on the global merchandising and licensing rights for the brand. The announcement was made jointly today byBrent Leffel, President of Hard Candy Fitness, andDell Furano, CEO of Epic Rights.

"Hard Candy Fitnessis an exciting brand founded by Madonna and inspired by her passion for fitness and health. The campaign we are establishing forHard Candy Fitnesswill align with Madonna's dedication to personal excellence," said Furano. "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 forHard Candy FitnessisDan 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 theHard CandyFitnessbrand to potential partners at the upcoming Licensing Expo inLas Vegas.

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