Prince Partners with C-Life Group to Expand Apparel Across North America
Prince, a global racquet sports and lifestyle brand, today announced a partnership with C-Life Group, a wholesale apparel company, to design, manufacture, and distribute Prince apparel across the United States and Canada. 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.
For more than 50 years, Prince has shaped the game of tennis. From pioneering oversized racquet technology to influencing the style and culture of the sport, Prince has long stood at the intersection of performance and self-expression. As racquet sports experience renewed global momentum and tennis-inspired style continues to resonate across generations, Prince is uniquely positioned to evolve into a comprehensive performance and lifestyle apparel brand.
Prince is owned by Authentic Brands Group (Authentic), a global brand development and licensing platform that partners with best-in-class operators to scale brands across categories and markets worldwide. Through this partnership, C-Life Group will unveil a product lineup that reflects Prince’s heritage while capturing its modern relevance. The collections will blend 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.
“Prince is one of the most iconic names in racquet sports, with a legacy built on performance and innovation,” said Christina Martin Pieper, Executive Vice President, Lifestyle at Authentic. “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 brings decades of experience and established retail channels, and is well-positioned to expand Prince’s apparel distribution while preserving the brand's authenticity.
“Prince is a heritage performance brand with tremendous cultural equity and untapped opportunity in apparel,” said Abe Anteby, Chief Operating Officer at C-Life Group. “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.”
The first collections under the new partnership are expected to launch in Summer ‘26, with distribution across key retail partners throughout the United States and Canada.
About Authentic Brands Group
Authentic Brands Group (Authentic) is a leading sports, media, entertainment and lifestyle platform. As the owner of some of the most iconic and beloved intellectual property in the world, Authentic acquires and invests in brands to create long-term value for all of its stakeholders.
A digital-first, asset-light platform, Authentic sits at the intersection of culture, commerce and technology. It brings brands to life and cultivates fandom through powerful storytelling, premium content and unforgettable live experiences. Together with nearly 2,000 best-in-class licensing partners across 150 countries and an expansive distribution network, Authentic’s brands drive more than $38 billion in annual systemwide retail sales worldwide.
Authentic’s diversified portfolio spans more than 50 brands and reaches nearly one billion social media followers. Its roster includes Reebok, Champion, Shaquille O’Neal, David Beckham, Kevin Hart, Sports Illustrated, Elvis Presley, Muhammad Ali, Marilyn Monroe, Guess?, Aéropostale, Nautica, Eddie Bauer, Lucky Brand, Nine West, Brooks Brothers, Juicy Couture, Vince Camuto, Izod, Van Heusen, Dockers, Ted Baker, Hart Schaffner Marx, Vince, Barneys New York, Judith Leiber, Quiksilver, Spyder, Billabong, Volcom, Roxy, RVCA, DC Shoes, Prince, Sperry and Hunter.
For more information, visit corporate.authentic.com. Follow Authentic on LinkedIn, Instagram and WeChat.
About C-Life Group
Founded in 1989 and headquartered in New York, C-Life Group is a leading apparel manufacturer and licensing partner producing diversified collections across sportswear, fleece, outerwear, fashion basics, and accessories for men, women, and children. With deep expertise across pop culture, entertainment, music, film/TV, gaming, and lifestyle brands, C-Life partners with many of the world’s most recognized intellectual properties to deliver trend-driven and heritage-inspired collections across major retail channels.
Known for its speed-to-market capabilities, vertically integrated design and sourcing model, and strong retail relationships, C-Life develops compelling product assortments that balance authenticity, innovation, and commercial performance. The company has recently expanded its brand licensing portfolio to include labels such as Von Dutch, Palm Angels, and Dickies, further strengthening its position across both contemporary fashion and legacy brands.
To learn more visit c-lifegroup.com.