• by Sarah Mahoney  @mahoney_sarah, May 15, 2025

Gabrielle Union and Dwyane Wade are expanding their Proudly baby-care brand into apparel, launching the new collection exclusively at JCPenney. The move extends their vision of culturally conscious parenting into fashion, offering inclusive infant clothing for babies up to 24 months.

The new line includes two-piece sets, footed sleepers, onesies, hooded towels, turbans, sleeveless rompers and beanies, all made from hypoallergenic, breathable fabrics. Whimsical prints and bright colors aim to highlight a wide range of skin tones, echoing the brand’s founding mission to serve Black and brown families.

Actress Union and former NBA star Wade introduced Proudly in 2022, after struggling to find baby-care products suited to their daughter Kaavia’s skin. “We wanted Proudly’s first step into apparel to be with a partner who truly understands our vision -- and JCPenney does,” Union said in the announcement. “It’s about representation, quality and celebrating all families. We aim to provide parents options they can trust and feel good about, ensuring every child, regardless of their background, has access to something special.”

The launch marks another step in JCPenney’s evolving private-brand strategy, with celebrity-founded IP at the core. In addition to Proudly’s baby-care products, the retailer also carries Union’s Flawless hair care line and offers the SimStyled salon experience, featuring signature looks developed by Flawless co-founder Larry Sims.

To support the rollout, JCPenney is activating paid digital and social media, influencer partnerships, website banners, email, and an in-person launch event in Los Angeles hosted by Union and Wade.

While JCPenney is privately held and doesn't disclose sales, the launch reflects the chain’s broader push toward multicultural family households and more personalized, experience-led marketing. Proudly’s expansion also reinforces the power of mission-driven celebrity founders, especially those with multiplatform reach. Together, Union and Wade have headlined campaigns for Gatorade, Sleep Number, and Merck, and Wade continues to build his brand portfolio through deals with Google Duet AI, the WNBA’s Chicago Sky, and the Way of Wade shoe partnership with Li Ning.