Five Ten, which is owned by Adidas, formed a new Canadian distribution partnership with Live to Play Sports.
Live to Play Sports, based in Port Coquitlam, BC, is Canada’s largest wholesale distributor of premium bicycles, parts and accessories. As of January 1, 2018, Live to Play Sports will have exclusive distribution of all Five Ten bike and climbing products in Canada.
Stuart Wells, global brand marketing Director for Adidas Outdoor and Five Ten, said, “We are delighted to be partnering with Live To Play to strengthen Five Ten distribution in the Canadian territory. The Five Ten brand is on a roll and Live To Play has the kind of pedigree that we look to capitalize on the success to date.”
Five Ten is a leading footwear brand in Canada, with significant market share in the bike, outdoor and climbing categories. The brand, acquired by Adidas Group in 2011, dominates the footwear category in Canada’s popular bike park scene, as well as on the World Cup downhill and climbing circuits.
Martin Tammik, VP Aftermarket Division for Live to Play Sports, commented, “Live to Play Sports is thrilled to be adding Five Ten to our portfolio of distributed brands. Five Ten is legendary in the outdoor footwear market delivering class leading mountain bike and climbing shoes. We look forward to bringing our national strength in distribution and customer service to this iconic brand.”
Live to Play Sports has delivered premium brands to specialty independent bicycle dealers across Canada for more than 50 years. Founded by Bert Lewis in 1964 (as Norco), the company works with top-tier bicycle and outdoor brands and operates two distribution centers (Port Coquitlam, BC and Toronto, ON). Live to Play Sports has deep roots in Canadian and North American cycling, a position furthered by the popularity of the company’s in-house brand, Norco Bicycles.
The collaboration between Five Ten and Live to Play strategically positions both companies to develop an even larger footprint in the Canadian specialty sports market. The restructuring of Canadian commerce is part of a larger Five Ten initiative to better service its global partnerships.
Established in 1985, Five Ten is a California-based company that designs, produces and distributes performance and lifestyle footwear, apparel and accessories bearing the Five Ten and Stealth trademarks.
Photo courtesy Five Ten
