'The Winter Drop' Lands in Sports Illustrated and JCPenney Spot from Valiant Pictures

Sports Illustrated and JCPenney today announced the launch of Sports Illustrated for JCPenney, a performance-driven lifestyle apparel line for men, women and kids exclusively designed for JCPenney. The collection was unveiled live at this year’s Sports Illustrated Awards at its first-ever halftime fashion show on December 7. The collection was launched with a digital ad campaign produced by Valiant Pictures and directed by Carl Byrd.

To see the collection, click here.

Sports Illustrated for JCPenney will be available year-round and marks the first time that SI is launching a full-fledged fashion and lifestyle collection starting with The Winter Drop.

“Sports Illustrated is committed to reaching consumers in new and unique ways,” said Dana Carpenter, EVP – Entertainment, Authentic Brands Group (ABG), owner of the Sports Illustrated brand. “Our partnership with JCPenney is especially exciting as it marks the first time that SI will launch a full-fledged fashion and lifestyle collection with a bold assortment of versatile pieces that can be easily mixed and matched for whatever the day brings.”

“We are excited to bring this collection to life and kick it off with a fun showcase at the Sports Illustrated Awards in front of legendary athletes, top musical talent and celebrity guests,” said Michelle Wlazlo, executive vice president, chief merchandising officer. “We are very proud of our design team who did a phenomenal job creating a fresh, modern active line inspired by iconic moments in sports.”