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Levi’s Footwear Distributor Inks Deal with Italian Sportswear Brand

The footwear firm responsible for lines by Levi’s, Raf Simons, Replay and Stone Island is adding a new brand to its roster.

Sugi International Limited has entered into a long-term licensing agreement with Italian sportswear brand Sergio Tacchini. The partnership, announced Monday, will kick off with the label’s fall 2022 line, with products sold to retailers across Europe, Russia, North Africa and the Middle East.

The deal will allow Sergio Tacchini to upgrade the quality and assortment of its footwear line, which currently showcases sneakers and slides, while expanding across territories and new retail customers, the company said. The design, manufacturing and distribution firm plans to align with Sergio Tacchini’s design team to develop a line that feels continuous with the brand’s apparel and accessories.

Founded in 1966 by the eponymous Italian tennis champion, the Sergio Tacchini brand became known for its tennis apparel, tracksuits, polo shirts and other sportswear for men and women. The brand gained international traction through partnerships with athletes like John McEnroe, Pete Sampras and Martina Navratilova, and was adopted as a de facto uniform by European soccer fans during the ‘80s. Distributed in more than 70 countries internationally, Sergio Tacchini has also developed a following of streetwear fans due to its classic Italian styling.

“The Sugi organization led by Massimo Sinigaglia is perfectly aligned with our overall brand strategy as well as our goals for product quality and distribution,” Sergio Tacchini CEO Howard Cohen said.

Vincent Touzet, director of Sergio Tacchini Europe and CEO of Movin Sarl, added that Sugi’s product and brand vision “are a great complement to our strong and rapidly growing apparel business in Europe.”

“As we improve the profile of the brand in existing territories and access new markets, we are looking forward to partnering with Massimo and the fantastic team he has developed,” he added.