What: J.C. Penney continues to deepen its relationship with Authentic Brands Group as the company unveils its exclusive new collection “Sports Illustrated for J.C. Penney”.

Why it’s important: Penney’s held a half-time fashion show to unveil its new collection during the Sports Illustrated Awards in Florida. The athletic-themed lifestyle collection for men, women and children will hit Penney’s stores on Jan. 6.

ABG and J.C. Penney teamed up in September to launch the “Juicy by Juicy” Couture collection of women’s and children’s apparel, footwear and accessories. Forever 21 is expected to be added to the mix later this month with additional ABG brands coming on board next year.

Penney’s to Launch Exclusive Sports Illustrated Collection