- Fresh off buying Juicy Couture from Fifth & Pacific, P-E backed Authentic Brands is now in the hunt for the licensing rights for Elvis Presley and Muhammed Ali which are being sold by Core Media.
- Iconix Brand (ICON +0.2%) and a consortium which includes Sony (SNE -2.2%) is also in the mix for the assets.
- The big picture: Buying the rights to dead celebrities has paid off for fashion brands in the past that hit the right sentimentality nerve with consumers.
Bidding for Elvis Presley rights draws in some big names
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