During his appearance on Neil Cavuto’s morning show on FOX Business, John Cena spoke about his new clothing brand coming to Kmart and more. Here are some highlights…
“Essentially, the message of the clothing is to empower you through a positive message. I think that’s why we were able to leverage our brand (WWE), my brand especially with Kmart, because it wasn’t just a typical sponsor deal. A lot of athletes get a sponsorship – ‘here’s your upfront money, we’re going to use your likeness.’ I wanted to hold on to my asset, do it correctly, and create an inspirational line. So, it’s not a ‘wrestling-driven’ line. The line is called ‘Never Give Up,’ and truly my character on WWE plays one of aspiration, inspiration, and motivation. I try to defy all odds and do what I can to do the right thing.
Kmart picked up on this concept. And, from a branding standpoint, I just didn’t outright leverage myself; I wanted a piece and equity in the brand. So, there was upfront money, plus equity in the brand.”
He also noted during the appearance that his character generates approximately $100 million a year in revenue for WWE.