Cherokee Global Brands announces new license agreement with Sports Direct 

By

Monica Karski

Published
Apr 7, 2015

Cherokee Global Brands on Tuesday announced that it has entered into a new license agreement with Sports Direct International plc to launch an assortment of Tony Hawk signature clothing and accessories online and in Sports Direct stores throughout Europe this upcoming fall/winter.

Sports Direct is the UK's leading sports retailer, with an online store and 400 retail stores throughout the UK. Sports Direct also operates an additional 270 stores across 20 different countries throughout Europe.

Tony Hawk was ranked the number-one vertical ramp skateboarder in the world every year from 1984 to 1996 and stars in the Activision Tony Hawk Pro Skater franchise that has generated over $1 billion in global sales since its debut in 1999.

Tony Hawk and Sports Direct will collaborate on a multi-tier product launch to begin this coming fall and continue with expanded clothing and accessory offerings in winter 2015. The product launch will be accompanied by a fully-integrated marketing campaign.

Henry Stupp, Cherokee Global Brand’s CEO, commented, "We are excited to announce that Sports Direct has become one of our tent-pole partners for the Tony Hawk brand. 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."