SYDNEY: Seven years after it disappeared from Rebel Sport stores nationally, streetwear label Prizefighter is back with an exclusive Myer deal.
The men's and womenswear label landed exclusively in select Myer stores in NSW last month, following a rebrand that incorporated a new logo, new designer, new brand ambassadors and a slate of market research. The rebrand was initiated by Prizefighter CEO Norah Cullen-Blackman, who first joined the label in 2003.
“I knew Prizefighter had enormous potential because it's more than just a fashion label – it stands for beating adversity,” Cullen-Blackman said. “It just needed a little work before we got it perfect.”
Prizefighter is now stocked in three Myer stores in western Sydney to capitalise on the label's sponsorship arrangements with the National Rugby League.
“Because Prizefighter sponsor the Parramatta Eels we wanted to keep the Myer stores in the western Sydney region – Parramatta, Castle Hill and Blacktown – to build upon our local awareness and to create a loyal customer base,” she said.
“Myer will also be stocking our Active Prizefighter range which includes gym clothes [and] gym equipment – boxing gloves, hats and bags – launching in a few months.”
The hero products of the Prizefighter spring/summer 2010/11 collection are muscle shirts and t-shirts, with prices ranging from $39.95 for t-shirts to $99.95 for hoodies and tracksuit pants. Other product includes shorts and singlets.
Sizes currently span 8 to 14 for women and small to XXL for men, and the label is manufactured in China.
Cullen-Blackman revealed she plans to open a stand-alone Prizefighter concept store in Sydney's Parramatta before the close of 2010.
Prizefighter was founded by former Australian boxer Mick Akkway. The label was previously sold in Rebel Sport stores, at boxing matches and local gyms. Akkway is still one of the brand’s owners.
Erin O'Loughlin