The Streetinsider reports here, that Everlast signs a license for compression bands.
Everlast Worldwide Inc. has signed a license agreement with a major manufacturer of hosiery products to launch the “Everlast Pain Manager,” a graduated compression band for joint pain produced with revolutionary carbon fiber technology. This new product will be distributed and marketed under the Everlast brand name.
The new compression bands include advanced Carbon Technology, a special blend of bi-component conductive carbon yarns that dissipate electrical charges.
This is a great example how a brand license can enhance profits from innovation.
Many companies without a brand cannot realize profits from innovation anymore. Distributors and retailers take innovations as granted and do not allow a higher margin.
With the brand license the innovator overcomes that hurdle.