Alex and Ani partners with the Patriots

This photo was included with a press release from Alex and Ani and the Kraft family.
This photo was included with a press release from Alex and Ani and the Kraft family.

Alex and Ani LLC, a lifestyle fashion brand headquartered in Rhode Island, has partnered with the New England Patriots, becoming the official title sponsor of the Patriots Cheerleaders.

Carolyn Rafaelian. Photo taken from Alex and Ani website.

The three-year partnership was announced Friday by Alex and Ani chief executive Giovanni Feroce and the Kraft family, which owns the Patriots.

Under the partnership, an Alex and Ani store will open later this year at Patriot Place in Foxborough, the entertainment-and-shopping complex located next to Gillette Stadium.

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“Following Alex and Ani’s success with branding professional sport teams’ cheerleader and dance uniforms, the Patriots Cheerleaders will be sporting the Alex and Ani logo on their warm-up suits and select uniforms,” a press release said. “In addition, designer Carolyn Rafaelian, Alex and Ani founder and creative director, has provided each cheerleader with an exclusive bangle set representing the team’s colors, which the cheerleaders will wear for all community appearances and on field each game day.”

What exactly is a lifestyle brand? Alex and Ani offers a helpful primer on this subject. According to the Alex and Ani website, the retailer offers “eco-friendly, positive energy products that adorn the body, enlighten the mind, and empower the spirit.”

Much of the merchandise can also be described as bangles, necklaces, earrings, and rings, a perusal of the same website suggests.

In a statement, Patriots president Jonathan Kraft added, “Alex and Ani’s connection and commitment to the state of Rhode Island and the New England region make them a natural partner.”