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Our Work · Case Study

Lion X

Transforming cultural legacy into enduring wellness brand value.

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IAM partnered with the Bob Marley estate to develop a portfolio of wellness brands rooted in Marley’s global legacy, including Lion Order, Lion X, and Mellow Mood.

The portfolio was subsequently sold to Privateer Holdings in a $200 million transaction—demonstrating the power of transforming cultural legacy into enduring brand value.

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Confidential · prepared for discussion · August 2026