1. Top 150 Licensors
142. U.S. ARMY
$92.5M (PRIVATE)
PAUL JENSEN, DIRECTOR, ARMY TRADEMARK LICENSING PROGRAM, +1.703.325.5868
WWW.GOARMY.COM; WWW.DEFENSE.GOV/TRADEMARKS
The U.S. Army licensing program leverages the brand values of pride, performance and personal development
to build positive brand awareness and create multiple touch points for Americans to show support for the U.S.
Army. In 2014, the program consisted of 270-plus licensees across categories including gift and novelty,
personal accessories, consumer electronics, headwear, footwear, collectibles, cutlery, health and beauty, toys,
digital and interactive platforms and tailgating. The three biggest categories included apparel, sporting goods
and gift and novelty items. U.S. Army licensed products can be found at every channel of trade in the U.S.,
including mass merchandisers, mid-tier retailers, sporting goods stores, toy, craft and grocery stores, dollar
stores and tourist/museum centers. The program has also gained heavy traction online with retailers such as
Cafepress.com and Zazzle.com, among others. There were several key programs driving growth for the U.S.
Army program in 2014. Army’s apparel program, ranging from t-shirts to loungewear/sleepwear to performance
gear, proved a huge success in 2014, with one specific licensee receiving placement on the wall at Walmart.
Additionally, the U.S. Army partnered with powerhouse brands such as Nike to offer a co-branded line of t-
shirts and performance wear. Item customization was also a success driver of 2014, with the addition of more
than three licensees focusing on customized product. This allows customers to add their names, ranks and
other customization to categories such as drinkware, apparel and gift and novelty items. E-tailers are able to
capitalize on novel pieces, which are becoming a trend in consumer goods. Specialty niche shops like mall
kiosks have become key to this customization for the Army brand, resulting in over 150 top malls in America
taking in product from various licensees. For 2015, the U.S. Army program will focus on growing the existing
licensees’ businesses organically, by adding new product categories and targeting new distribution channels. In
addition, the U.S. Army will continue to focus on combating brand infringement through a number of different
initiatives, such as introducing a new hologram program and continuing its retail education initiative.
Additionally, The U.S. Army is working with various retailers to implement U.S. Army/ Patriotic themed in-store
promotions surrounding various holidays such as Veteran’s Day, 4th of July, Memorial Day, Flag Day and
Father’s Day. Lastly, a new and improved style guide was launched in early 2015, enabling licensees to create
fresh and original designs for a modern approach to the U.S. Army brand.