Home / Knowledge / News / Apparel/Garments / Above The Rim joins CLI's youth lifestyle brand portfolio
Above The Rim joins CLI's youth lifestyle brand portfolio
20
Jan '10
Collective Brands, Inc. announced that it is acquiring the Above The Rim (ATR) brand from Reebok International for an undisclosed amount and that Collective Licensing International (CLI), which is focused on brand building, management and licensing worldwide, will expand the ATR brand, with its rich heritage in the urban basketball market, to seize opportunities for the brand in the U.S. and across the globe. ATR will join CLI's strong and growing youth lifestyle brand portfolio including Airwalk, Vision Street Wear, Sims, Lamar, Hind and Spot Bilt, among others.

"The ATR brand was born in California in the late '80s and has a rich history in basketball and 'hoopwear,' and we are thrilled to add this new brand to the Collective Licensing portfolio," said Bruce Pettet, CEO of Collective Licensing International. "Our plans include a reinvigoration effort of the ATR brand position in the marketplace by applying our unique brand building and management model. We believe ATR has tremendous potential as an authentic basketball brand in the U.S. and other geographic markets that are eager for brands that embody the aspirational basketball lifestyle that ATR represents."

ATR started in 1989 in San Diego as the first basketball-themed apparel brand not associated with a basketball shoe. ATR has evolved to a basketball and urban brand covering product categories including footwear, apparel and accessories.

"ATR fits nicely with the CLI business model and team, which is focused on youth lifestyle and athletic brands inspired by music, street fashion and West Coast lifestyle activities like board sports and others," said Matt Rubel, CEO of Collective Brands, Inc., the parent company of CLI. "Our Collective Licensing team will leverage its expert brand-building and licensing model and unique competencies in the youth and athletic arena to further build-out and amplify all the greatness of the ATR brand to seize licensing opportunities across the globe."

CLI licenses a range of brands in more than 100 countries across the globe covering categories including footwear, apparel and sporting gear and equipment such as snowboards and skateboards. The company has a strong and growing base of over 35 world-class licensing partners worldwide.

Collective Brands Inc

Must ReadView All

Neelesh Hundekari speaking at the event. Courtesy: Subir Ghosh

Textiles | On 27th May 2017

Fabric of Change initiative announces €250000 scaling fund

The Fabric of Change initiative of Ashoka and the C&A Foundation is...

Pakistan's Finance Minister Mohammad Ishaq Dar presenting Budget 2017-18 in National Assembly in Islamabad on May 26. Courtesy: PID, Pakistan

Textiles | On 27th May 2017

Pakistan Budget 2017-18 proposes 4 new measures

To support the textile sector in Pakistan, finance minister Mohammad...

Textiles | On 27th May 2017

Indian exports can touch $325 bn in 2017-18: FIEO

Indian exports are on upward trend in last few months as the country...

Interviews View All

Yash Maniyar
Rekha Maniyar

Indian fashion market is growing at a staggering rate

Nishank Patel
Shri Dinesh Mills Limited

Broad range of fabrics will sell well this financial year

Krishnanand Tripathi
Textrade International Ltd

We believe in vocational education for entry-level employees, offering...

Kai Poehler
Voith Paper GmbH & Co. KG

The glass mat industry is growing by five to eight per cent annually. Kai...

Iago Castro Asensio
RCfil Distribuciones S.L.

Iago Castro Asensio, International Business Manager of RCfil...

Mohammad Hassan
Biax Fiberfilm

About one in every 20 patients picks up an infection while hospitalised....

Karan Arora
Karan Arora

Bridal couture created with rich Indian heritage, exquisite craftsmanship...

Pranav Mishra
Huemn

Designers Pranav Mishra and Shyma Shetty’s Huemn is known for its...

Jay Ramrakhiani
Occasions Elegance Wear

It is believed that by early 19th century, Varanasi weavers had moved away ...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

news category


Related Categories:
May 2017

May 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

SUBSCRIBE


Browse Our Archives

GO


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search