WWE and JCP announce Tapout launch, Cena named brand ambassador

By James Caldwell, PWTorch assistant editor

John Cena (photo credit Wade Keller © PWTorch)


WWE and JC Penney announced Friday the official launch of Tapout gear at JCP stores.

The initial launch on April 1 is making men’s gear available at 300 JCP stores across the U.S. The women’s collection will launch this summer.

WWE entered into a strategic partnership with Tapout to essentially take over marketing the brand and introduce a new line of products. The first line launched on Friday includes men’s training gear, pants, shorts, and more items priced from $12.99 to $32.99.

WWE top star John Cena will serve as the official “Tapout brand ambassador” for the marketing campaign that has already been in full-effect with product placement on Twitter, WWE video packages, magazine covers, and other mainstream media.

“Fitness is my life, and it is important for me to use the high quality and comfortable performance apparel that Tapout offers,” said Cena in Friday’s press release. “The Tapout brand stands for motivation, discipline, and determination, three core values that are key to my active lifestyle.”

“From working out to hanging out, Tapout offers a stylish collection of performance sportswear that’s versatile enough to wear in and out of the gym,” said James Starke, SVP of men’s apparel at JCPenney. “Tapout has a strong fan base and JCPenney is excited to add this brand to our great assortment of high quality activewear for young men.”

“We are thrilled to reintroduce Tapout performance apparel into the retail space with JCPenney,” said Jamie Salter, Chairman and CEO of ABG (owner of the Tapout brand). “The next generation of Tapout preserves elements of the original brand essence while tapping into current consumer needs for apparel that suits their active lifestyle.”

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