Above The Rim joins CLI's youth lifestyle brand portfolio
20 Jan '10
2 min read
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.
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