Mojostar, a joint venture between Dream Theatre and KWAN Entertainment, launched its first celebrity, co-created brand Prowl, a brand with Tiger Shroff. The brand will play in the active lifestyle segment with apparel and more launches in the anvil. Prowl represents youthful energy and celebrates movement in all forms – from martial arts to dance. And that reflects very well on the brand color of deep orange popping out of the black and white logo.
The active lifestyle business is a USD 7 billion market and growing really fast. While a plethora of international brands are available in the market, none address the 18-25 years age group specifically and Prowl aims to create a dent in the market by offering a combination of style and performance aimed at a focussed target audience.
Tiger foresees Prowl becoming a successful dominant in active wear over a time of 5-10 years and also see international opportunities over a time period of 4-5 years especially in the South East Asia markets. He is actively involved with the brand so far with almost everything. Adding his personal experience to active wear, addressing issues that consumers face and expect an active wear brand forms the core of the brand. Products will be priced between INR 1000 – INR 3000.
The range is expected to hit the market by June 2018 and will be available on leading e-commerce platforms. Prowl will currently be available online only.
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