Esprit in deal with MTV

Contemporary fashion label Esprit has signed a sponsorship deal with MTV for its European music awards to attract a younger customer to its new brand 'edc'. Edc, which to date has been available in select concessions of Esprit stores, is soon to get it's own stand-alone outlets. MTV is to produce the brand's first ads, which will air around the globe. According to Marketing Magazine, it is the first time a sponsor has made a multi-territory partnership with the music awards.

Further activity will launch across MTV and edc websites, in retailer's shops across Europe, as well as cinema screens. Esprit brand president Thomas Grote stated: "From now on, edc is taking its own path as a brand." Esprit de corps, from which edc takes its name, was founded in San Francisco in 1968 and operates 630 stores in over 40 countries.