Cherokee Global Brands enters into Tony Hawk license agreement with The Batra Group
The Batra Group and apparel and footwear company Cherokee Global Brands have entered into a new license agreement for the Tony Hawk brand, covering apparel and accessories in Europe, the Middle East and Africa.
The partnership will center on the launch of the Tony Hawk Signature Line collection, the newest addition to the Cherokee subsidiary, which celebrates the legacy of the famous skateboarder. The new collection is set to debut "in influential top tier fashion stores and specialty skate stores," according to a press release.
Representatives from both companies explained that skatewear and streetwear's cultural cachet, as well as the inclusion of skateboarding in the upcoming 2020 summer Olympics, will play key roles in powering this new partnership's success.
“The Tony Hawk license is a strategic and natural fit to our group’s portfolio with the influence of skateboarding set to increase within the lifestyle market over the next few years," said Rajiv Batra, executive chairman of the Batra Group.
“The positive momentum of the skate and streetwear segments combined with the addition of skateboarding to the 2020 Summer Olympics will raise the profile of skateboarding globally," added Henry Stupp, CEO of Cherokee Global Brands.
Cherokee acquired the Tony Hawk Signature Apparel Brand and Hawk Brands from the skateboarder's former sponsor, Quiksilver, Inc., for $19 million in 2014.
Based in Mumbai, India, Batra Group specializes in manufacture, brand distribution and marketing within the apparel, accessories and footwear markets. The company currently operates headquarters in London and Mumbai, in addition to offices across India, Singapore, China, Indonesia and Portugal.
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