JBL is partnering with Roxy, a brand of Quiksilver, to create hip, portable audio products and accessories, starting with co-branded headphones in fashion colors.
JBL, which is expanding its role in portable audio and accessories, said the new headphones will launch during the second quarter of 2009. No details were offered on new JBL/Roxy portable products.
The new alliance leverages Roxy's expertise in young women's sports fashion and JBL's sound technology, said JBL. The product line will be marketed as combining premium sound with high intensity sports action. It will be “designed by women, for women,” said Susan Paley, JBL director of business development.
“With this partnership, JBL is expanding the demographic reach of the brand by delivering superior lifestyle products to a new audience of young women whose lives are a confluence of fashion, music and adventure,” added Paley.