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REGGAE LEGEND LIVES ON: Hope Road Merchandising LLC, which owns the worldwide property rights for Bob Marley, has struck two new deals. Bravado, a music merchandising company, has acquired the worldwide apparel rights for Bob Marley through a strategic investment in the Marley family’s apparel and accessories company, Zion Rootswear. In addition, Hope Road Merchandising has retained Creative Artists Agency for exclusive representation of the Marley brand.

“We continue to be inspired by my father’s growing legacy and are excited to embark on new opportunities that will further his global influence and spread his message to an even broader audience,” said Cedella Marley, president of Hope Road Merchandising.

This story first appeared in the March 11, 2013 issue of WWD. Subscribe Today.

Bravado is expected to work closely with the Marley family to expand the global reach of Zion Rootswear, which will include launching Marley-inspired apparel collections and merchandise at retail, as well as developing brands across a broad spectrum of apparel categories. Terms of the transaction weren’t disclosed.

Tom Bennett, chief executive officer of Bravado, said, “This is one of the largest investments that Bravado has ever made and Bob Marley is an iconic artist who has an extraordinary potential for growth in this area.”

CAA will assume management of the existing brand portfolio of Marley licensees, while creating new global opportunities in the areas of motion pictures, TV, commercial endorsements, consumer licensing, digital media and games. CAA will also serve as a consultant to, the Marley Family foundation, on its philanthropic endeavors.

Marley, who died in 1981, has the second-highest social media following of any posthumous celebrity, with the official Bob Marley Facebook page having over 42 million fans, ranking it among the Top 25 of all Facebook pages and Top 10 among celebrity pages.