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Sports Direct to sell Cherokee-owned Tony Hawk in Europe
Apr '15
An international leader in fashion-centric lifestyle labels, Cherokee Global Brands, has licensed UK sportswear retailer Sports Direct to sell an expansive collection of Tony Hawk branded clothing and accessories in the latter’s stores across Europe during the upcoming fall/winter season.

According to the newly signed licensing agreement, both companies will jointly launch a multi-tier product offering, accompanied by a fully-integrated marketing campaign, in coming fall and would continue to expand till 2015’s winters.

While announcing the partnership, the American apparel group’s CEO, Henry Stupp, said in a media release, “We are excited to announce that Sports Direct has become one of our tent-pole partners for Tony Hawk brand. Tony is a globally recognised name, and we are confident that the debut of Hawk brand in Sports Direct stores and online will be well-received by UK and European customers.”

“From the time we acquired Tony Hawk, we developed a list of our most desired retail partners, and with the addition of Sports Direct to our partnership base we have now achieved one more international expansion goal,” he added.

Vincent Smith, associate director marketing at Sports Direct, said, “We are delighted to be partnering Cherokee Global Brands and Tony Hawk, our shared objective is to realise a range which, in its quality and DNA, fully honours Tony’s status as a legend in the world of action sports and the global brand he has built.”

The brand is dedicated and named after the 46-year-old former American professional skateboarder and actor, Tony Hawk. Hawk continues to be the most prominent athlete bridging action sports with consumer market. He stars in the Activision Tony Hawk Pro Skater franchise that has generated over $1 billion in global sales since its debut in 1999. (PB)

Fibre2fashion News Desk - India

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