Press Releases

Jeep® Xtreme Performance to Launch at Outdoor Retailer

On July 31st in Salt Lake City, an exclusive new collection of authentic outdoor apparel and gear under the Jeep® Xtreme Performance (JXP) brand will make its North American debut at the Outdoor Industry Summer Market.

During the show, Chrysler Group LLC will introduce Jeep Xtreme Performance (JXP). The JXP line was created to provide a distinctive line of high performance appareland gear that is every inch superior — with every stitch and welding exacting, solid and secure– across a variety of outdoor activities ranging from high-altitude trail running to mud-soaked mountain biking.

The campaign is a global initiative, and the focus is to exceed expectation in every design. The JXP brand was introduced internationally in 2013 by licensee Beyond the Clouds, which has produced more than 170 individual apparel items and footwear.

To further develop the innovative new product line and provide testing, feedback, and consulting work to brands interested in licensing the JXP line, the Jeep brand has engaged the expertise of two accomplished athletes: Matthew Lee, a team rider for Cannondale and Sarah Max, an elite Nordic skier, cyclist and multisport athlete.

“I’m intrigued by the Jeep brand’s entry into authentic outdoor gear and apparel,” noted Max. “From an athletic standpoint, it’s exciting to see Jeep extend its reach in the outdoor world by bringing gear, accessories and apparel to the market.”

“Outdoor athletes need to be on the lookout for JXP’s American introduction,” said Lee. “They seem singularly focused on developing top-quality gear, equipment that will stand up to really anything that the athlete can throw at it.”

JXP provides an authentic and relevant new platform for retailers and manufacturers alike to leverage the power of the legendary Jeep® brand via strategic brand extension. As the exclusive licensing agent for the Chrysler Group LLC, The Licensing Company is executing the next stage of the JXP strategy via its North American entry and expansion across a number of categories and retailers.

To see the JXP collection at Outdoor Retailer, visit Booth PV516


About The Licensing Company

An independent global brand licensing agency formed in 1996 by Melvin Thomas and Angela Farrugia. The Licensing Company (TLC) represents some of the biggest brands in the world. Strategic, capable and connected, TLC has an unparalleled reputation for creating the most innovative, effective and successful brand extensions across a range of sectors including Fashion, Auto, Entertainment, Food & Beverage. With offices in Detroit, New York, London, Paris, Munich, Shanghai, Seoul and Tokyo, TLC boasts 40+ direct-to-retail partners, 2,000+ in store concessions, 200+ stand alone branded stores, 25+ Industry awards and over $3.8 billion in retail sales in 2012. TLC’s portfolio includes brands such as Jeep, Chrysler, Coca Cola, Budweiser, Jelly Belly, and Hershey’s. Please visit

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Jeep Brand

Built on more than 70 years of legendary heritage, Jeep is the authentic SUV brand with class-leading capability, craftsmanship and versatility for people who seek extraordinary journeys. The Jeep brand delivers an open invitation to live life to the fullest by offering a full line of vehicles that continue to provide owners with a sense of security to handle any journey with confidence.

The Jeep vehicle lineup includes Compass, Grand Cherokee, Patriot, Wrangler and Wrangler Unlimited – with the new 2014 Jeep Cherokee debuting later this year. To meet consumer demand around the world, all Jeep models are sold outside North America – and all are available in right-hand-drive versions and with gasoline and diesel powertrain options. Chrysler Group LLC sells and services vehicles in approximately 120 countries around the world.

About The Chrysler Group LLC

Chrysler Group LLC, formed in 2009 to establish a global strategic alliance with Fiat S.p.A., produces Chrysler, Jeep, Dodge, Ram, Mopar, SRT and Fiat vehicles and products. With the resources, technology and worldwide distribution network require to compete on a global scale, the alliance builds on Chrysler Group’s culture of innovation, first established by Walter P. Chrysler in 1925, and Fiat’s complementary technology that dates back to its founding in 1899.

Headquartered in Auburn Hills, Mich., Chrysler Group’s product lineup features some of the world’s most recognizable vehicles, including the Chrysler 300 and Town & Country, Jeep Wrangler, all-new Dodge Dart, Ram 1500, Jeep Grand Cherokee SRT8 and Fiat 500. Fiat contributes world-class technology, platforms and powertrains for small- and medium-size cars, allowing Chrysler Group to offer an expanded product line including environmentally friendly vehicles.