Sports, fashion and lifestyle brand JD and premier mixed martial arts organisation UFC have launched a new European partnership. 

Building on the success of activations in 2024, this year JD strengthens its presence by officially
establishing itself as a key partner across UFC events. This will begin on Saturday (22 March) at UFC Fight Night: Edwards vs Brady at The O2 in London.

And continuing the link is understandable, given UFC boasts a global fanbase of more than 700 million with such events as Saturday’s broadcast in over 170 countries. With over 300 million social media followers, UFC also “has built a powerhouse brand that transcends sports”.

JD says the collaboration will put its community “at the heart of elite combat sports, offering exclusive behind-the-scenes access before and after events”.

Under the partnership, JD branding will be featured on UFC’s Octagon at European events, while collaborative digital content “will create greater fan engagement”.

Throughout the year, JD will also host a series of fan-centric events across Europe, “providing
exclusive access to world-class [mixed martial arts] MMA”.

Neil Corrie, brand director EMEA at JD, said: “Our… community has shown an incredible passion for UFC, and we are listening. This partnership marks the beginning of a series of events and content opportunities designed to create real connections between our consumers and the world of UFC. Together, we’re taking the fan experience to the next level, moving Forever Forward.”

Nicholas Smith, senior VP of Global Partnerships for media conglomerate TKO, added: “JD is a brand at the forefront of youth culture. It is a perfect match for UFC’s dynamic and passionate fanbase. We look forward to engaging and inspiring audiences across Europe like never before.”

Following on from an activation at Westfield Stratford, a handful of JD shoppers will be entered into a draw for a chance to win tickets to Saturday’s event. Five winners (plus one guest each) will witness UFC action live from the arena.

Collaborations are a key part of Clarks Originals’ DNA and the latest doesn’t disappoint, especially for rock music lovers. The footwear brand has picked brooding star Liam Gallagher to help it celebrate its 200th anniversary.

It’s an obvious choice given its first collab with the former Oasis band frontman was an instant sell-out success in 2022, the brand notes. 

Its reimagined another archival silhouette, bringing the the “long-time Clarks fan” to present his latest creation, “giving fans another chance to own a piece of Gallagher-approved footwear history”.

The exclusive collaboration sees Gallagher “breathe new life” into the Clarks Desert Rain, a rare brand silhouette originally launched in the early 2000s.

Staying true to Clarks’ heritage while adding Gallagher’s signature touch, the LG Desert Rain features Clarks Originals’ premium pebble crepe outsole; Jumbo cotton cord upper in Clarks’ tonal suede colourway; Liam Gallagher’s famous silhouette branding on the heel; double-sided suede fob, featuring Clarks Originals branding on one side and LG’s silhouette on the reverse; leather lining; Liam Gallagher branding on the heel; and tonal lace.

Gallagher’s view? “My favourite Clarks shoes are the ones that are on my feet, Desert Rain… when I put on Clarks, like when I put these [Clarks Desert Rain] on today, I feel proper”.

QVC GroupSM, part of QVC Group, announced on Tuesday the appointment of Alex Wellen to the role of president and chief growth officer, QVC Group.

In his new role, Wellen will lead QVC Group’s growth strategy across U.S. social selling, streaming, digital (QVC and HSN), new business development, and platform distribution. The executive will oversee a multifunctional team, introduce new capabilities into the organization, and develop and execute plans to drive success and growth at QVC Group.

He will report to David Rawlinson II, president and CEO, QVC Group, according to a press release from the television shopping network.

Wellen brings over 20 years of experience in digital media, product innovation and driving growth strategies within digital businesses across a wide range of sectors. He joins QVC Group from MotorTrend Group, where he served as CEO and president. Prior to that, he has also held strategic senior leadership roles at Turner Broadcasting and CNN Worldwide.

“Alex is a pivotal hire in our strategy to return to top-line growth by becoming a live social shopping company,” said Rawlinson.

“Alex brings an impressive blend of media and digital product expertise to our top leadership team. He has a proven ability to innovate and drive growth through live experiences on social, digital, TV and many other platforms. His unique skill set will be instrumental as we continue to execute our growth strategy, build new capabilities, and compete to win.”

Wellen’s appointment is effective immediately.

“QVC and HSN are the original disruptors. They pioneered storytelling through live shopping, and are poised to transform the experience again across social and digital, connecting consumers whenever and wherever they shop,” said Wellen. “With beloved hosts who are trusted by hundreds of millions of fans worldwide, it’s a privilege to join this iconic brand and world-class team at such a pivotal moment in the convergence of retail and media.”

Earlier this month, QVC Group announced its name change from Qurate Retail, explaining the rebrand incorporates the brand equity of the U.S. company’s largest brand, QVC, and the highlights the firm’s growth strategy to expand into a live social shopping company.