Avia, the active brand owned by Sequential Brands Group, has signed a multiyear collaboration with actress and singer Vanessa Hudgens.
The partnership will include a capsule collection codesigned by the 29-year-old Hudgens, expected to hit stores in early spring. Hudgens will also appear in the spring marketing campaign.
Of Hudgens, Eddie Esses, president of Sequential’s active division, said: “Her passion for fitness, cycling, training and nutrition coupled with her down-to-earth approach make her the perfect fit for the Avia brand. We believe her tremendous star power and powerful social-media presence will not only strengthen our relationships with existing customers, but help us attract new customers, as well.”
Hudgens said she’s happy to work with a brand known for fashionable activewear and innovative technology. “I’m looking forward to working on my first apparel collection with an incredible active brand and can’t wait to share my new line with all my fans and fitness enthusiasts alike,” said Hudgens.
The collection will be designed with the Millennial consumer in mind. It features edgy prints, bold colors, technical fabrics and fashion-forward silhouettes. The line includes performance-based activewear such as capris, leggings, tops and jackets, as well as ath-leisurewear, footwear and accessories. It is aimed at department, specialty and sporting goods stores across the country, as well as online and internationally. Retail prices will range from $50 to $90.
Hudgens is known for her performance in the “High School Musical” series of films. She has also appeared in such movies as “Thirteen,” “Spring Breakers,” “Dog Days,” “Second Act” and is filming “Polar,” which will premiere on Netflix in 2019.
Founded in 1979, Avia is an active lifestyle brand that uses innovative technology for athletic footwear, activewear and accessories.