Burton Sells DNA Distribution to Rob Dyrdek

 

The combination of Dyrdek’s brand loyalty and financial strength, with the unparalleled design and quality of DNA’s skateboarding products, will enhance the brands ability to participate more aggressively in the growing skateboard industry.

Dyrdek has been in discussion with Burton and DNA Distribution throughout the last year. “It's hard to put into words what an amazing opportunity this is for me. I am extremely proud to now own the company that first sponsored me 20 years ago,” said Dyrdek, who is president of Dydrek Enterprises. “DNA has truly amazing brands that have incredible growth potential, and I look forward to helping guide these brands over the next 20 years.”

“It’s been an honor to call DNA part of the Burton family for the past four years,” stated Jake Burton, Founder and CEO of Burton Snowboards. “And as we look to the future, I have no doubt that DNA is in extremely good hands given Rob’s history with the brands and the sport. On behalf of everyone at Burton, we wish them all the best.”

 

DNA Distribution was the only skateboard hardgoods brand(s) owned by Burton, which still owns the skate-inspired Gravis footwear and Analog Clothing lines. Burton founded both Gravis and Analog.

 

“We look forward for what’s to come with Rob and DNA,” said Chris Carter, General Manager and Co-Founder of DNA. “Rob has shown his dedication for the past 20 years and we are excited to continue to build the brands.”

Carter will continue to oversee DNA Distribution in Dayton, Ohio, while Dyrdek will consult directly on all marketing and creative from his Los Angeles based office. In conjunction with the purchase announcement, “Rob Dyrdek’s Fantasy Factory” will wrap up its fifth season on Monday April 23rd, 2012 at 10/9c on MTV with a final episode featuring a comedic look at Rob purchasing the Alien Workshop and finding out that he in fact, actually has real alien DNA.

Dayton, Ohio based DNA Distribution is one of the world’s leading suppliers of skateboards and accessories. Originally founded in 1990 by Chris Carter and Mike Hill, Alien Workshop was the original DNA brand. The Workshop pushed all boundaries of skateboard aesthetic, thought, and design. The Sovereign Sect has grown to include two other brands: Habitat Skateboards and Reflex. Habitat was introduced in 1999 under the creative direction of Joe Castrucci. The brand stands for skateboarding and ecoconscious design. Habitat offers a full line of skateboard equipment, softgoods, and accessories. Re¬flex offers a focused line of hardgoods that includes bearings, tools, trucks, and grip tape. In addition to their own brands, DNA also distributes all the leading brands of trucks, safety equipment and grip tape.

 
About Rob Dyrdek

Rob Dyrdek is a professional skateboarder, entrepreneur and television star based in Los Angeles. In 1999, Rob founded his privately held company Dyrdek Enterprises Inc. which currently holds multiple companies, entertainment brands and a non-profit organization known as the Rob Dyrdek Foundation, that seeks to build safe and legal skate plazas in communities around the world. Rob is known for his MTV television shows “Rob & Big,” “Rob Dyrdek’s Fantasy Factory,” and “Ridiculousness.” He also has an animated series “Wild Grinders,” based off his childhood skate crew, on Nicktoons. In 2010, Rob created the first professional street skateboarding property, Street League Skateboarding that is televised on ESPN. Other Dyrdek Enterprises key holdings include IVI Vision, Rogue Status, Loud Mouth Burritos, Ditl and ISX technology.