Kmart has several exclusive women’s lines, including Sofia by Sofia Vergara and Jaclyn Smith, but this fall the chain will launch its first-ever exclusive children’s line called Never Give Up by John Cena.
Inspired by the WWE superstarand current WWE champion, the collection will include shirts, hoodies, pants, shorts, outerwear, headwear and accessories.
Kmart apparel continues to build a powerful portfolio of brands and align with celebrities such as Cena to attract a young, cross-cultural customer.
“The Never Give Up by John Cena apparel line is a lifestyle brand that appeals to those who not only like his style, but are drawn to the positive message he offers,” said Cheryl Olinger, VP/GMM of Kid’s Apparel, Kmart. “Kmart will have the exclusive opportunity to provide merchandise previously available only at WWE events. We believe the line will resonate with many of our current, younger customers while allowing us to reach a segment of John’s fan base that may not have shopped at Kmart before.”