Jamba Juices Up Apparel

Jamba Juice is squeezing its way into fashion. The smoothie chain announced late last week a licensing agreement with Headline Entertainment to develop a line of branded apparel. The companies will create men’s, women’s and youth T-shirts, sweatshirts and headwear, as well as a tote bag.

The apparel, which will feature Jamba-inspired designs, will be sold to mass, specialty and upscale retailers, as well as online. Select items will be available in Jamba Juice stores themselves. To promote the line, Jamba will dedicate a section of its Web site to the apparel, send out an e-mail announcement to its database and utilize social media.

“The new Jamba inspired apparel is an innovative way to get our brand outside of stores and into the lives of our customers,” said Susan Shields, vice president of consumer products and licensing for Jamba Juice Company. “As a healthy lifestyle brand, Jamba wanted to create an active, vibrant, every day line that our customers can wear while engaging in a myriad of activities.”

Jamba Juice spent $1.5 million on advertising in 2008, and $50,000 during the first eight months of 2009, per the Nielsen Co.