Cookie Policy

This privacy policy outlines the personal data that is collected or generated (processed) when you engage with Private Brands US through our websites (“Sites”), digital experiences, mobile applications, store events, or any other of our products or services, all of which are part of Private Brands US’s Platform (“Platform”). Additionally, it explains how your personal data is utilized, shared, and safeguarded, what options you have regarding your personal data, and how you can reach out to us.

WHO is Responsible for the Processing of Your Personal Data?

The Private Brands US entity that handles your personal data will vary based on how you interact with Private Brands US’s Platform and your location in the world. The relevant Private Brands US entity will be referred to as “Private Brands US,” “our,” “we,” or “us” within this privacy policy.

Please consult our List of Local Entities for the name of the responsible Private Brands US entity and the appropriate contact information.

WHAT Personal Data Do We Collect and WHEN?

We request specific personal data from you to deliver the products or services you request. For example, when you make purchases, reach out to our consumer services, opt to receive communications, create an account, participate in our events or contests, or utilize our Platform. Additionally, when you request certain services in-store, we may ask you to log in to facilitate services associated with your account (e.g., size, fit, preferences).

This personal data may include your:

• Contact information, including your name, email, phone number, and shipping and billing addresses;
• Login and account details, including screen name, password, and unique user ID;
• Personal information, such as gender, hometown, date of birth, and purchase history;
• Payment or credit card details;
• Images, photos, and videos;
• Data regarding physical characteristics, such as weight, height, and body measurements (like estimated stride and shoe/foot sizes or apparel size);
• Fitness activity data that you provide or that is generated through our Platform (time, duration, distance, location, calorie count, pace/stride);
• Personal preferences, including your wish list as well as marketing and cookie preferences.

We also collect additional personal data from you to enable specific features within our Platform. For instance, we may request access to your phone’s location data to log your running route, your contacts to facilitate interaction with friends, your calendar to schedule a training plan, or your social network credentials to post content from our Platform to a social network. This personal data can include:

• Movement data from your device’s accelerometer;
• Photos, audio, contacts, and calendar entries;
• Sensor data, including heart rate and GPS location information;
• Social network details, including credentials and any information from your public posts about Private Brands US or your communications with us.

When you interact with our Platform, certain information is automatically gathered from your device or web browser. More about these practices can be found in the “Cookies and Pixel Tags” section of this privacy policy below. This data typically includes:

• Device IDs, call state, network access, storage information, and battery data;
• Cookies, IP addresses, referrer headers, data identifying your web browser and version, and web beacons, tags, interactions with our Platform.

KIDS

We adhere to local laws and do not permit children to register on our Platform if they are below the legal age limit set by their country of residence. We will request parental consent for children participating in Private Brands US experiences and events.

TOOLS to Manage What Personal Data We Collect

When using our Platform, we may provide real-time notices or seek consent for certain practices. For example, we will obtain your consent to access your location or send push notifications. We may acquire this consent via the Platform or through standard permissions on your device.

In many cases, your web browser or mobile device platform will provide additional tools allowing you to control when your device collects or shares particular types of personal data. For example, your device or browser might offer tools to manage cookie usage or location sharing. We encourage you to familiarize yourself with and utilize the tools available on your devices.

WHY and HOW Do We Use Your Personal Data?

We use your personal data in the following ways:

To Provide the Features of the Platform and Services You Request

When you use our Platform, we will use your personal data to deliver the product or service requested. For instance, if you purchase something on Private Brands US.com or take part in an event or promotion, we will use the provided contact information to communicate with you about your purchase, event, or promotion. If you contact our consumer services, we will utilize information about you to resolve issues or answer questions regarding delivery, payment, or the product acquired.

If you utilize our Platform to monitor your fitness activity or physical characteristics, we will collect and retain this personal data for your review in the Platform. Your

fitness activity data may include information you enter about your activity or data collected by your device during your activity, such as location data and movement data. We may analyze this activity data to derive further insights about your performance, such as distance run or calories burned, allowing us to present this calculated information as part of the Platform’s functionality.

In certain situations, to use specific features within our Platform, you might need to provide Private Brands US with additional data or consent for us to use particular data in specific ways. For instance, to utilize heart rate tracking features, you may need to connect to a heart rate monitoring device. Similarly, if you wish to share content on social media, you may be required to enter your social media account credentials to sign in.

To Communicate Information about Our Products, Services, Events, and Other Promotional Purposes

When you give your consent, we will send you marketing communications and updates about Private Brands US’s products, services, events, and other promotions that may interest you. You can opt out at any time after granting your consent.

Direct Marketing

If you are an existing customer of Private Brands US (for example, if you have placed an order with us), we may use the contact details you provided to send you marketing communications about similar Private Brands US products or services where permitted by applicable law (unless you have opted out). In other situations, we will seek your consent to send you marketing information.

Personalization

We may utilize the information you provide, as well as data from other Private Brands US products or services—such as your interactions with the Platform, visits, or purchases made in Private Brands US stores, and participation in events or contests—to tailor communications regarding products and services that may interest you. In doing this, we may combine the information you provide to us with insights and analyses gathered about your online activities.

To Operate, Improve, and Maintain Our Business, Products, and Services

We leverage the personal data you provide to operate our business. For instance, when you make a purchase, we use that information for accounting, audits, and other internal functions. We might also analyze personal data about your usage of our products and services to enhance your user experience and assist in diagnosing technical and service-related issues on our Platform.

To Protect Our or Others’ Rights, Property, or Safety

We may use personal data about your usage of our Platform to prevent, detect, or investigate fraud, abuse, illegal activities, violations of our Terms of Use, and to comply with court orders, governmental requests, or applicable laws.

For General Research and Analysis Purposes

We utilize data about how visitors engage with our Platform and services to comprehend customer behavior and preferences better. For example, we may analyze information about how visitors to Private Brands US.com search for and find products to enhance product organization and presentation in our storefront.

Legal Grounds

To process your personal data, we rely on specific legal grounds, depending on how you interact with our Platform.

• When you purchase Private Brands US products from our Platform, we require your personal data to fulfill our contractual obligations. For example, your payment and contact details are necessary for delivering your order.
• When you use our Apps, your consent is required for processing and for certain limited purposes to fulfill our contract with you (such as for in-App purchases).
• We also rely on other legal grounds, such as pursuing our legitimate business interests to process information regarding the effectiveness of our marketing campaigns, our product offerings, and promotional initiatives; to operate, enhance, and maintain our business, products, and services; to safeguard our rights and those of others; and for general research and analysis purposes. When processing personal data for legitimate interests, we take appropriate measures to balance those interests with your rights and freedoms, which we are happy to explain further upon request.
• We may also process your personal data to comply with a legal obligation or to protect your vital interests.

SHARING of Your Personal Data

Private Brands US’s Sharing

Private Brands US shares your personal data with:

• Private Brands US entities for the purposes and under the conditions outlined above.
• Service providers processing personal data on behalf of Private Brands US, such as for credit card and payment processing, shipping and deliveries, data management, email distribution, research and analysis, brand and product promotion management, and administration of specific services and features. When using service providers, we establish agreements that require them to implement suitable technical and organizational measures to protect your personal data.
• Other third parties when necessary to: (i) comply with government requests, court orders, or applicable laws; (ii) prevent illegal activities on our Platform or violations of our Terms of Use and policies; (iii) defend against third-party claims; and (iv) assist in fraud prevention or investigation (e.g., counterfeiting).
• Third-party targeted advertising providers that deliver personalized ad services for us. We utilize such services to align our information with personal data from their databases to create custom audiences and

tailor advertisements to your interests on the Internet, including social media, as permitted by applicable law. You may opt-out of personalized advertising and custom audiences using the appropriate settings on our Platform.

• • Any other third party where you have provided your consent.

We may also transfer the personal data we have about you if we sell or transfer all or a portion of our business or assets (which includes in the case of a reorganization, spin-off, dissolution, or liquidation).

Your Sharing

When you use certain social features on our Platform, you can create a public profile that might include information such as your screen name, profile picture, and hometown. You can also share content with friends or the public, including details about your activities with Private Brands US. We encourage you to use the available tools for managing social sharing on Private Brands US to control what information you make public through these social features.

PROTECTION and MANAGEMENT of Your Personal Data

Encryption & Security
We utilize a variety of technical and organizational security measures, including encryption and authentication tools, to ensure the safety of your personal data.

International Transfers of Your Personal Data
The personal data we collect (or process) in connection with our Platform will be stored in the USA and other countries. Some recipients with whom Private Brands US shares your personal data may be located in countries other than that in which your personal data was initially collected. The laws of those countries might not provide a level of data protection equivalent to what is found in the country where you originally provided your data. However, when we transfer your personal data to recipients in other countries, including the USA, we will safeguard that personal data as described in this privacy policy and in compliance with applicable laws.

We employ various measures to ensure that your personal data receives adequate protection, as required by data protection regulations. When personal data is transferred within Private Brands US, an intragroup data transfer agreement is utilized.

Retention of Your Personal Data
Your personal information will be retained for as long as necessary to fulfill the purposes outlined in this privacy policy (unless a longer retention period is mandated by applicable laws). Generally, this means we will retain your personal data for as long as you maintain your Private Brands US account. For data related to product purchases, we retain it longer to comply with legal obligations (e.g., tax and sales regulations, as well as warranty purposes).

YOUR RIGHTS Relating to Your Personal Data

You have the right to request: (i) access to your personal data; (ii) an electronic copy of your personal data (portability), and to have this information transferred to another company; (iii) correction of your personal data if it is incomplete or inaccurate; or (iv) deletion or restriction of your personal data under certain circumstances provided by applicable laws. These rights may not be absolute. Where we have obtained your consent for processing your personal data, you have the right to withdraw your consent at any time.

Opting Out of Direct Marketing
If you have a Private Brands US account, you can opt-out of receiving Private Brands US’s marketing communications by adjusting your preferences in the “My Account -> Account Settings” section of our Platform. You can also opt-out by modifying your email or SMS subscriptions by clicking the unsubscribe link or following the opt-out instructions included in the message. Additionally, you can contact us using the details provided in the “Questions and Feedback” section below.

COOKIES and Pixel Tags
Private Brands US collects information, which may include personal data, from your browser when you use our Platform. We employ various methods, such as cookies and pixel tags, to gather this information, which may encompass your (i) IP address; (ii) unique cookie identifier, cookie information, and whether your device has the appropriate software to access certain features; (iii) unique device identifier and device type; (iv) domain, browser type, and language; (v) operating system and system settings; (vi) country and time zone; (vii) previously visited websites; (viii) interaction details with our Platform such as click behavior, purchases, and stated preferences; and (ix) access times and referring URLs.

Third parties may also gather information via our Platform through cookies, third-party plugins, and widgets. These third parties collect data directly from your web browser, and the processing of this data is subject to their own privacy policies.

We utilize cookies and pixel tags to monitor our customers’ usage of the Platform and to understand their preferences (such as country and language selections). This information helps us provide services and enhance the overall online experience for our customers. We also apply cookies and pixel tags to gather aggregate data on Platform traffic and interaction to identify trends and generate statistics, which assists us in improving our Platform. Typically, there are three categories of cookies used on our Platform:

• • Functional: These cookies are crucial for basic site functionality and are always enabled. Examples include cookies that help remember you as you navigate our Platform or, if you request, between sessions. They facilitate functions such as the shopping bag and checkout process, as well as assisting in security issues and compliance with regulations.
    • Performance: These cookies help us improve our Platform’s functionality by tracking usage. In some instances, these cookies enhance the speed with which we can process your requests and allow us to remember site preferences you’ve selected. Refusing these cookies may lead to less personalized recommendations and slower site performance.
    • Social Media and Advertising: Social media cookies enable you to connect with your social networks and share content from our Platform through social media channels. Advertising cookies (from third parties) collect information to better tailor advertisements to your interests, both within and outside our Platform. In some cases, these cookies might involve processing your personal data. Refusing such cookies may result in seeing ads that are less relevant to you or hinder your ability to connect with platforms like Facebook, Twitter, or other social networks and prevent sharing content on social media.

For a comprehensive and current summary of every third-party access to your web browser (through the Private Brands US Platform or otherwise), we recommend using a web browser plugin designed for this purpose. You can also configure your computer to notify you each time a cookie is sent, or choose to disable all cookies through your browser settings on each device that you use. Each browser may have a slightly different process, so refer to your browser’s Help menu to determine the correct way to modify your cookie preferences. If you disable cookies, you may lose access to many features that enhance the efficiency of our Platform, and some services may not function properly. General resources for opting out of interest-based advertising are available on the Digital Advertising Alliance’s website.

Similarly, you can adjust your advertising preferences on your mobile device at the device level. For instance, to modify your advertising preferences on iOS, go to Settings > Privacy > Advertising > Limit Ad Tracking. For Android devices, visit Settings > Google > Ads > Opt-out of interest-based ads.

USING Private Brands US Platform with Third-Party Products and Services

Our Platform allows you to engage with a diverse range of other digital products and services. For example, our Platform can integrate with third-party devices for activity tracking, social networks, music streaming services, and other digital applications.

If you choose to connect your Private Brands US account with a third-party device or account, your privacy rights on those platforms will be governed by their respective policies. For example, should you choose to share your Private Brands US activity on social media platforms, the data residing there will be subject to the policies of those platforms.

Our Platform may include links to other (third-party) websites and apps for your convenience or information. These linked sites and apps have their own privacy notices or policies, which we strongly advise you to review. To the extent that any linked websites or apps are not owned or controlled by us, we assume no responsibility for their content, usage, or privacy practices.

CHANGES to Our Privacy Policy

Applicable laws and our policies may evolve over time. If we update our privacy policy, we will post the changes on our Platform. If we make significant changes to the way we process your personal data, we will notify you beforehand, or seek your consent where legally required, prior to implementing such changes. We highly encourage you to read our privacy policy regularly to stay informed about our practices. This privacy policy was last modified in December 2023.