• Ad Age , Wednesday, September 3, 2008 10:15 AM

In a first-ever deal, the U.S. Army is officially licensing the marks and insignias of the First Infantry Division to Sears, Roebuck & Co., which is launching the All American Army Brand's First Infantry Division clothing collection. Licensing fees will be used to support military programs for troops and their families.

The collection is slated to roll out nationwide in October. It will be prominently featured during the retailer's Fall Forward fashion exhibit at next week's Mercedes-Benz Fashion Week in New York, and will be included in future marketing campaigns, even those slated for the holiday season.

The collection aims to simultaneously raise the profile of the U.S. Army and round out Sears' military program. It dovetails with Sears' "Heroes at Home" program, which provides home renovations to military families and has been promoted through twice-a-year marketing campaigns. Sears also has a military-support program that includes community outreach and employee assistance.

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