Prince taps C-Life Group to expand apparel across North America

Racquet sports and lifestyle brand Prince has announced a partnership with wholesale apparel company C-Life Group to design_ manufacture_ and distribute Prince-branded apparel across the US and Canada as it looks to evolve into a comprehensive performance and lifestyle apparel brand.

Prince_ owned by global brand development and licensing platform Authentic Brands Group_ said in a statement that the partnership will span men_s_ women_s_ and kids_ sportswear (off-court)_ activewear (on-court)_ outerwear_ and swimwear_ marking “a significant step in the continued expansion of the brand”.

Christina Martin Pieper_ executive vice president of lifestyle at Authentic_ said: “Prince is one of the most iconic names in racquet sports_ with a legacy built on performance and innovation.

“As tennis_ padel_ and pickleball continue to gain cultural and commercial momentum_ we see a significant opportunity to grow Prince beyond equipment and into a scaled apparel business. C-Life Group_s category expertise and retail strength make them the right partner to execute this next chapter and expand Prince apparel across North America.”

C-Life Group will develop a product lineup that reflects Prince_s heritage while capturing its modern relevance_ with the collections blending on-court innovation with off-court versatility designed for athletes_ enthusiasts_ and consumers who see tennis not just as a sport_ but as a lifestyle.

The first collections under the new partnership are expected to launch in summer 2026_ with distribution across key retail partners throughout the US and Canada. Abe Anteby_ chief operating officer at C-Life Group_ added: “Prince is a heritage performance brand with tremendous cultural equity and untapped opportunity in apparel.

“Our approach is brand-first and long-term. We see an opportunity to build a sustainable_ multi-season apparel business that delivers both technical performance on the court and versatile style off the court. We look forward to working closely with Authentic to reintroduce Prince apparel to the market in a way that respects its legacy and resonates with today_s consumer.”

C-Life Group_ headquartered in New York_ is a leading apparel manufacturer and licensing partner producing diversified collections across sportswear_ fleece_ outerwear_ fashion basics_ and accessories for men_ women_ and children. The company is known for its vertically integrated design and sourcing model and strong retail relationships_ and has recently expanded its brand licensing portfolio to include labels such as Von Dutch_ Palm Angels_ and Dickies.