Nashville, Tenn. —  Brand management firm Brand Journey signed Michael Strahan as a new client. It will work with Strahan and SMAC Entertainment to extend the established lifestyle brand into new product categories and retail opportunities.

Founded in 2015, the Strahan brand has grown from its roots in men’s apparel into a broad lifestyle platform spanning more than 50 categories. Within the home decor key categories are furniture and accents, lighting, textiles and home fragrance.

Strahan is a Super Bowl champion and Pro Football Hall of Famer. He is co-anchor of Good Morning America, and a host on NFL on FOX and The $100,000 Pyramid, as well as an entrepreneur and brand founder.

“Building a brand with staying power means knowing when and where to evolve,” said April Guidone, COO of SMAC Entertainment. “Michael Strahan has grown for more than a decade because we’ve been intentional about every category and partnership. As we look at the next phase of business, BrandJourney gives us the category expertise and retail relationships to thoughtfully build a presence in home and create new avenues for long-term growth.”

BrandJourney’s initial emphasis for the brand will be licensing partnerships in home and lifestyle categories including furniture and accents, outdoor living and tailgate, kitchen, barware and entertaining, closet organization, lighting, textiles, and home fragrance.

“I’ve always believed that confidence starts with how you show up in everyday life, and so much of that begins at home,” said Strahan. “I’m excited to bring our approach to style, quality and versatility into new areas of the home and lifestyle. Partnering with BrandJourney gives us an opportunity to explore new categories and create products that fit naturally into people’s everyday lives.”