Introducing a Bright Collaboration, YALE x PEACEBIRD MEN.

Licensing Matters Global secure new partnership with PEACEBIRD MEN to launch a Yale branded athleisure collection for fall.

Following a successful collaboration between Yale and ANTA Sports, Licensing Matters Global (LMG) has secured a new partnership for its client Yale, with renowned fashion brand & retailer PEACEBIRD MEN. The collection, which includes hooded jackets, sweatshirts and dress shirts is inspired by Yale University’s ionic illustrations and PEACEBIRD modern styles. YALE X PEACEBIRD MEN will drop in PEACEBIRD stores this September.

Yale resourced LMG in a multi-year project to raise the university’s profile and introduce the collegiate culture with youth across Greater China, Southeast Asia, Australia and New Zealand. PEACEBIRD MEN has more than 1500 stores in China, targeting urban fashion males aged 23- 28. PEACEBIRD and Yale together aim to engage the Gen-Z and millennial demographic with Yale’s iconic history and tradition. The collections collegiate style fused with casual elements, lends perfectly to the athleisure trend which is all about balancing comfort and style catering to the busy lifestyles of young people.

Athleisure, a fusion of the words “athletic” and “leisure”, is an aspirational lifestyle and a global phenomenon. The global activewear market is expected to grow to $547 billion by 2024, according to Allied Market Research1. There are two factors driving athleisure / active wear trends: health and fitness becoming prominent social activities, worthy of social media sharing, and celebrities bringing athleisure into the mainstream. Young consumers often discover new brands and products through social media influencers and social promoted lifestyles. According to McKinsey, 70 percent of a Gen- Z group surveyed across Asia- Pacific say they discovered new brands via video-based social media2.

The future of athleisure in China looks promising, according to Euromonitor, over the last 5 years sportswear sales grew faster in China than sales of luxury goods3. China is estimated to become the largest athleisure consumer market by the end of 2020, thanks to double-digit growth3. For Yale and PEACEBIRD MEN, the fashion trend is redefined by combining Chinese and Western cultures in this new collaboration. The brands hope to benefit from Gen- Z’s propensity towards locally relevant brands and style1.

“At LMG we’re thrilled to have the opportunity to take Yale’s indisputably iconic heritage, into licensing collaborations that help to raise the university’s profile with young people across APAC. PEACEBIRD are a perfect partner for Yale in China, as a leading fashion brand of Chinese contemporary youth culture, at the forefront of local fashion”. Andrew Kwan, EVP Licensing Matters Global, (a Maxx Group Company)

The YALE X PEACEBIRD MEN collection drops September X 2020, available in all PEACEBIRD stores.

A Bright Future

Talk to us about becoming a Yale licensee in Greater China, Southeast Asia, Australia, and New Zealand

About Licensing Matters Global

Licensing Matters is a global, full-service licensing agency with a twist. Besides offering best-in-class agency services, we have the resources to develop, source, and sell products if our licensor partners desire it.  This model has several transformational benefits, namely increased speed to market and improved retail response times.  The team has experience with all brand genres, including entertainment, sports, and corporate, delivering award-winning programs worldwide.   Our newest clients are Shell, the European Space Agency, and BuzzFeed.  

About Ningbo Peacebird Fashion Co., Ltd.

Ningbo Peacebird Fashion Co., Ltd, is a consumer-centric fashion brand retailer, aiming to be the leading fashion brand for Chinese youth. Its online business reached the daily retail of US$130 million on Nov. 11, 2019. Together with 4,500 nationwide offline stores, Peacebird generated retail sales of US$1.6 billion in 2019.


1) Allied Market Research

2) McKinsey Asia–Pacific Generation Z Survey, November 2019, n = 16,000

3) Euromonitor 2020

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