Authentic Taps BBC International for DC Shoes Footwear, Snowboard Boots Licenses
Authentic Brands Group — which in September closed on its $1.25 billion acquisition of the Boardriders portfolio that includes Quiksilver, Roxy, DC Shoes and other brands — has inked a new licensing partnership with BBC International.
According to the agreement, BBC will take on global design, wholesale distribution and sourcing for DC Shoes footwear and snowboard boots across the U.S. and Canada.
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Rooted in the early aughts of skate culture, DC Shoes’ next phase of growth and expansion is poised to navigate the delicate balance between tradition and innovation, Authentic said in an announcement.
“We’re delighted to partner with BBC for DC Shoes, a brand that is deeply rooted in skate and streetwear culture,” David Brooks, EVP of action & outdoor sports lifestyle at Authentic, said in a statement. “BBC shares in our vision to expand the brand’s global footprint and provide products that our brand fans will love.”
Seth Campbell, corporate president at BBC, added that he is “thrilled” to be a part of such a “great” brand. “With DC Shoes, we see an opportunity to tap into a new audience, introduce new innovations and uphold the brand’s strong DNA and heritage,” Campbell said.
This move marks the latest deal for the headline-making brand management company, which scored FN’s Company of the Year honor in 2023.
In November, Authentic inked a similar deal with Warson Brands to expand their partnership to include occupational footwear under the Roxy and DC Shoes labels. As part of the deal, Warson will design, develop and distribute premium occupational footwear for men and women for DC Shoes, as well as women’s styles for Roxy, in the U.S., Canada and Europe, including the U.K. Warson is also the occupational footwear licensee for Authentic’s Reebok, Rockport, Frye and Volcom brands.
In December, Authentic expanded its relationship with Liberated Brands to include overseeing retail, e-commerce and marketing operations for the Boardriders brands across Australia, New Zealand, Thailand and Indonesia. At the same time, Authentic also announced a partnership with BRJ Group to operate the Boardriders business in Japan and Taiwan.
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