Entertainment firm Loeb & Loeb represented eight-time Grammy Award-winning singer Carrie Underwood in the launch of her new wellness brand HiNote and the evolution of her fit52 fitness app into HiNote Life – Powered by fit52.
The firm’s co-chair Arash Khalili led the team with Mike Grossman, deputy chair of the capital markets and corporate department, which included partners Bess Morgan and Liz Allen and associate Sam Raffa. They advised on all aspects of the transaction, including brand formation, product launch, digital platform evolution and commercial, intellectual property and strategic partnership matters.
Khalili represents several sports and entertainment industry clients including supermodel Cindy Crawford, country music singer Morgan Wallen, music executive Cindy Mabe and professional basketball player Chet Holgren.
HiNote offers women an accessible approach to wellness by bringing together movement, nourishment and community. As part of the launch, HiNote introduced its first product, HiNote Everyday Energy Daily Nutrition Drink Mix, which is available in three flavours.
The launch also absorbs an existing piece of Underwood’s wellness universe. Her fitness app fit52, which she introduced in 2020, is evolving into HiNote Life – Powered by fit52. The app pairs workouts led by Underwood herself with recipes, a food tracker and a built-in support system; the fit52 community had already grown to more than 500,000 members before the rebrand.
“Health and wellness have always been such an important part of my life,” said Underwood, who is currently a judge on American Idol. “Through my app, my own workouts and daily conversations, I keep hearing the same heartfelt truth from women everywhere, myself included: we want to care for ourselves while still showing up for everything else our busy lives demand. That’s why I created HiNote. To help build a home for the everyday habits that support real life: movement, nourishment and simple routines you can stick with.”
Loeb & Loeb has represented Underwood in multiple negotiations and sponsorships, including in connection with her equity partnership and sponsorship deal with Bodyarmour, a licensing and partnership deal with Dick’s Sporting Goods to launch an apparel brand called Calia by Carrie Underwood, and a 2023 collaboration with commercial airline Allegiant Travel Company to promote its Allways Rewards Visa card and loyalty programme.
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